When Identity No Longer Fits: Why My Midlife Brand Name Had to Shift
My business has gone by many names throughout the years.
My maiden name. My married name. My initials. Identity after identity, each one marking a season, a shift, a new attempt to define myself.
For a while, using my name made most sense. It felt honest, direct, and personal. But over time, I began to feel its limitations.
It can be difficult to pronounce, spell, and remember. And beyond that, it didn’t communicate what I wanted people to feel.
When a Name No Longer Fits
Enter Mighty Within. A name that carried me through years of growth, clarity, and creative work. It reflected my inner drive and the transformation I wanted to inspire in others.
But eventually, even that began to feel out of alignment.
The work had deepened. The women I worked with had evolved. And so had I.
I wanted a name that honored that evolution. A name that resonated deeply, not just with me but also with the women I work with. I wanted a name that felt like an anthem, a call to action.
From Mighty Within to Studio Crone
Mighty Within was about tapping into your inner power, pushing through tough times, and building something unshakeable.
But it’s who I was ten years ago when building from the ground up. Now, in my fifties, I’m in the next stage of my evolution: wiser, more experienced, and focused on helping women achieve the same.
Studio Crone is about being seen for who you truly are now. It’s about confidently stepping into your evolved self and your evolved business.
I wanted a name that embodied depth, wisdom, and a sense of refined evolution. Something that reflects the profound transformation that occurs when you fully own who you are and how you present yourself in the world.
Why the Right Name Matters
Your brand isn’t just a logo, color palette, or typeface. It’s a feeling. A mood. It’s your why. It’s the intention behind every interaction.
If you can’t explain the meaning and message behind your name and brand, your clients and customers won’t understand it either.
If you’re naming your business, I believe it should be something that resonates with you, something you genuinely believe in.
How to Know If It’s Time to Rename Your Business
If you’re considering renaming your business (or naming it for the first time), here are some key questions to ask yourself:
Can I trademark the name check here?
Is it truly unique, or is it just new to me?
Is it easy to spell, pronounce, and remember?
Will I need dashes, underscores, or weird workarounds, and do I really want to type that every time? In my opinion, avoid using dashes and underscores. They end up being a pain in the ass!
Can I claim the domain and social media handles check here?
Does it carry meaning beyond the moment?
Will it land with the people I actually want to attract?
Can it evolve with me?
Will I still love it in five years?
Why I Chose the Name Studio Crone
I work with women who are experts at what they do, but many tell me they feel a disconnect between how they feel internally and what they project visually.
I’m in my early 50s and know how tough the midlife years can be. There’s a lot of change, loss, and rebirth. At the same time, there’s a newfound sense of self, and less caring about what others think. Midlife is a time to exude confidence and fully embody what makes us unique.
We’re women who want to clearly communicate who we are, create an impactful presence, and show up more consistently.
Studio Crone is here to challenge preconceived ideas about aging. I want to dismantle the toxic belief that as women age, they become invisible or less valuable. That a ‘crone’ is simply a “cruel or ugly old woman,” as Webster’s Dictionary defines it.
No. We are wise, powerful, and just getting started.
Ready for a Brand That Grows With You?
So, if you’re thinking about renaming or rebranding your business, make sure it speaks to you, to your evolution, and to the people you serve. Because when you believe in your brand, others will, too.
And if you want help getting there, hire me. This is what I do.
