Your brand isn't just about pretty colors and a new website. It's the foundation for your next million-dollar evolution.

In this conversation with Dielle Charon, founder of The 23%, we take you behind the scenes of her complete business transformation from personal brand to community-focused powerhouse. Dielle knew she wanted more depth, more community focus, and a brand that could support her vision of creating a $10 million company. What she didn't expect was how the rebrand process itself would transform her identity as a business owner.

Rather than micromanaging creative decisions, she trusted the process. She allowed Highflier Powerhouse to translate her business goals into strategic design choices. From the brand new business name to a new color palette, every element was intentionally crafted to support her future growth.

The rebrand culminated in an emotional reveal at her live event, where clients opened gift boxes containing the new brand name - The 23%, representing the percentage of businesses owned by women of color. This strategic shift has already enabled Dielle to launch a membership, plan her first summit, create a merchandise shop, and set a billion-dollar client sales goal. As she puts it, "I have a completely different business now, and that's exactly what I wanted."

Prefer to read the full blog? Check it out here!

In today's episode, we're chatting about:

• Why Dielle chose to completely transform her brand after three million-dollar years

• The identity exercises that happen throughout the rebrand process

• How to build audience buy-in by revealing your rebrand strategically

• The surprising discovery that Dielle's clients had generated over $35 million in sales

• Why visionary leadership isn't about micromanaging creative decisions

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