How I’m rebuilding my brand, one entry at a time.

Back in 2022, when I hit 50k followers… I thought I’d made it.

Except, when I pivoted into my new business For Good Club, my engagement tanked.

I’ve been helping mission-driven brands grow, all while neglecting my own.

It made me six figures in revenue… and also a little lost. I was growing other people’s brands while having accidentally built the wrong one for myself.

My audience knew me as the designer who sold digital products for UX design. Not the founder who’s growing the next wave of purpose-driven brands.

It was like I’d changed languages overnight.

Same person. Same principles. Different story, and no one could follow it because I hadn’t taken people with me on the journey.

That’s when it hit me:
I hadn’t built a personal brand.
I’d built a professional persona, one that couldn’t evolve unless I stayed inside the box that made it work.

So I started over.
And I’m documenting the rebuild here. Sharing what I’d do differently so you don’t make the same mistakes.

The frameworks, mindset shifts, and messy lessons behind building a brand that evolves with you, not one that traps you.

Every week, I share one entry from the trenches of growing For Good Club.

Expect brand breakdowns, maybe some mental breakdowns too, and how building a founder identity equals real growth.

This isn’t another “how to” newsletter.

It’s a behind-the-scenes look at what happens when you stop hiding behind the brand and start building in public, with receipts.

Inside the diary:
✦ Real-time experiments in positioning, content, and offers
✦ Systems that scale while avoiding burnout
✦ Insights on building brands that can evolve over time

If you’ve ever felt boxed in by your niche, or stuck between who you were and who you’re becoming, these diaries are for you.

Join The Growth Diaries

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