By Ashley Howard, MAED
I’ve had a few names in life.
I was born Ashley Lawley, carrying my mother’s maiden name. In school, I became Ashley DeFoor—my stepdad’s last name, one our entire family used even though my name was never legally changed. (This actually proved to be a nightmare when I graduated—they issued my diploma in my “not legal” name.) The name DeFoor marked my childhood and teenage years, a season defined by figuring things out as I went.
When I graduated and entered “the real world,” I had to start using my legal name again: Lawley. It felt unfamiliar and a little disjointed—like putting on a jacket that technically fit but didn’t quite feel like mine. Still, it came with excitement. I had a blank slate and an opportunity to make a new name for myself.
This period of my life was defined by the pursuit of higher learning and stepping into life as a young leader. I completed two degrees as Ashley Lawley. I made a career shift from financial accounting to marketing and development. And this version of me lived in three different states—California, then Texas, then Oklahoma—courageously leaping headfirst to follow my now-husband, who was serving in the Marine Corps.
And in Oklahoma, my husband became my husband, and I became Ashley Howard. With him came stability, growth, and clarity. I leveled up. I became more than just me—we became a family. A lot changed when I became a Howard, not just the name on paper, but the story I was living. My identity evolved. I became a wife, and then a mother. I was no longer the same person, so it made sense to shed the name that came before.
Then, just a few years ago, life added another layer when I found my biological father. I learned that, in spirit, I’m also an honorary Henderson. Henderson is a name I didn’t grow up with, but one that gave me new perspective and a deeper understanding of myself.
I’ve lived my life scrappy—adapting, evolving, and building something stronger each time. Every name I’ve carried has marked a milestone, and each version of me came with its own challenges, convictions, and growth. The name people call me by is a big indicator as to which version of me they knew best.
And you know what?
I think brands work the same way.
Your Brand Is Not Just a Logo—It’s a Living Identity
Just like people, organizations grow through seasons. They weather hard times, take on new responsibilities, shift values, change direction. And sometimes, the name or identity they started with no longer reflects who they’ve become.
That doesn’t mean the previous brand was wrong, it served its purpose for a time. But when your organization starts to feel boxed in by an outdated look, tone, or story, it might be time to ask: Have we outgrown this? Does this next chapter deserve a new name—or at least a new expression of who we are today?
Things to Consider if You’re Contemplating a Rebrand
Who have you become since your original brand was created?
Has your mission evolved? Are you serving new audiences, offering new services, or operating at a different scale?
Is your brand identity aligned with how others experience you today?
Ask employees, clients, and partners how they describe you. If their answers don’t match your visual identity or messaging, that’s a red flag.
Are you proud to send people to your website or hand out your business card?
This isn’t about vanity—it’s about alignment. If your brand materials don’t feel like you, your audience feels that, too.
Does your brand create clarity, or confusion?
If your logo, language, or layout raises more questions than it answers, it might be time to refine.
Are you simply updating your look, or redefining your story?
A refresh can be cosmetic. A rebrand is intentional. It’s a chance to reintroduce yourself with meaning and purpose.
What brand equity is at risk if you rebrand?
Rebranding always carries some risk, especially if your current identity has strong name recognition or a loyal following. But equity isn’t just about a logo or a name. It’s about trust, reputation, and the relationship you’ve built with your audience. If you are thoughtful and intentional about your rebrand—if you bring your audience along for the journey and stay rooted in your mission—you don’t lose brand equity. You evolve it and you carry with you the parts that still hold true.
In fact, a well-executed rebrand can strengthen your brand equity by reinforcing your relevance, clarifying your purpose, and reconnecting you with the people who matter most.
Branding Is Identity Work, And That’s Deep Work
Rebranding isn’t just a design process. It’s a mirror. It asks hard questions. And knowing when to rebrand isn’t always easy.
Who are we really?
What do we believe in now?
Who are we becoming?
Every name I’ve carried has required courage, change, and recommitment. The same is true for any organization that decides it’s time to reintroduce itself to the world. But when you do it right, your audience doesn’t just see something new—they recognize you more clearly than ever.
If your brand no longer fits the work you’re doing or the company you’re becoming, it might be time to make a new name for yourself.
And we’d be honored to help.
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