Life Rebrand At 34: Upgrading My Identity, Beliefs And Business

This blog post was adapted from the transcript of the podcast episode below. Listen now or read on for the highlights:

There’s been a quiet transformation happening behind the scenes lately.

Not a flashy 12-week glow-up. Not a six-figures-in-six-days type rebrand. But a slow, intentional, soulful shift back to who I really am, and the most confident I’ve ever felt in myself.

In this post, I want to take you behind the scenes of how I rebranded my identity, reconnected with my core beliefs, and rebuilt my business (and wardrobe) to reflect the woman I’ve become. Whether you’re craving more confidence or navigating a shift of your own, this one’s for you.

The Scenic Route to Confidence (AKA I’m a Slow Rebrander)

Let me just say this upfront: I am a slow worker.

Not in a lazy way. In a "let’s take the scenic route, hop off at the viewpoints, and try out different paths" kind of way.

Some decisions I make quickly—like deciding to rebrand The Confidence Show. Boom. Done. But implementing that vision? Updating everything? Living into that new identity fully? That takes time. And I’ve learned to stop beating myself up for it.

I’ve known the type of business I’ve wanted to create since 2022. But building it in a way that’s sustainable for me means moving at a pace that feels grounded and true—not rushing just to be seen as successful.

So if you’re also not the quantum-leap, overnight-success kind of person? You’re in good company.

The Identity Crises That Shifted Everything

My journey into rebranding my identity wasn’t planned. It was sparked by grief, change, and uncomfortable moments of reflection.

Here’s what prompted the shift:

• Losing Jasper: If you’ve followed me for a while, you know how much of my life he was part of. He wasn’t just my dog, he was woven into every part of my brand. Losing him left a gaping hole in my identity.
  

• Dating Disappointments: I dated someone for a short while, and looking back, there were so many moments where I let things slide. I didn’t speak up. I ignored the anxiety. I made excuses for him. This left me questioning… why didn’t I see it sooner?
  

• Family Losses: Going from four grandparents to two in the space of 9 weeks hit me HARD. Even expected grief has a way of making you reflect on who you are.

Each of these things chipped away at the version of me I thought I knew and made me want to make some changes to my identity, my beliefs and my business.

What Rebranding My Identity Looked Like

Rebranding your identity isn’t just about changing your Instagram bio or updating your brand colours. It’s internal. And it’s ongoing.

Here’s what that process looked like for me:

1. Noticing Where I’d Shrunk Myself

Coming out of that situationship, I realised I’d lost parts of myself.

Maybe you’ve had this too, where you look back and think, “wow, I wasn’t fully me during that.” I didn’t use my voice. I let things slide that didn’t sit right. I excused shitty behaviours.

Recognising that was painful—but also powerful. Because from there, I could rebuild.

2. Speaking Up (Even When It Was Uncomfortable)

There were moments last year where I forced myself to speak up. One that stands out was a horrific spa experience (if you know, you know). Instead of staying silent, I kept challenging it.

Even though I got pushback, I stood my ground. And it reminded me I can be that bold, fierce woman. The one who doesn’t tolerate disrespect. Who knows her worth. Who isn’t afraid to stand up for herself.

That became my new standard.

3. Setting Energetic Boundaries

One of the simplest but most powerful tools I’ve started using?

Saying (out loud or energetically): “I don’t receive that.”

When someone disrespects me, leaves a shitty comment, or says something that doesn’t sit right, I don’t argue. I don’t spiral. I just decide not to receive it. It bounces off my energy field, and that’s that.

Try it. It’s a game-changer.

Tips for Reclaiming Your Confidence and Rebranding Your Identity

If you’re craving that fierce, grounded, confident version of you—but aren’t sure how to get there, here are a few things that helped me:

1. Speak Up (Start Small)

If speaking up feels terrifying, start with something tiny. It might be saying “actually, I’m not okay with that” to a friend. Or not laughing off a rude joke at work.

Yes, it’ll feel uncomfortable at first. You’ll replay it in your mind. But the more you do it, the more you’ll show yourself—and everyone around you—that you respect yourself.

And people will start treating you differently. Trust me.

2. Use “I Don’t Receive That”

You don’t have to make a scene to protect your peace.

Try simply saying (even in your head): “I don’t receive that.” When someone tries to throw their baggage, projections, or passive-aggressiveness your way? Let it bounce off you.

No drama. No emotional hangover. Just boundaries.

3. Get Intentional with Your Style

This has been a fun (and surprisingly powerful) part of my identity rebrand.

I’ve been updating my wardrobe piece by piece, not to chase trends, but to reflect how I want to feel. Bold. Confident. Take-no-shit energy. Soft but powerful.

I don’t wait for a big occasion to dress that way either. I do it if I’m going to the shops or for a walk. For me.

Pinterest Boards and Power Outfits

Pinterest has been a major part of my rebrand. I’ve created vision boards of poses, outfits, aesthetics, and vibes that reflect the woman I want to be—and already am becoming.

These mood boards keep me aligned. If I wake up tired, or sad, or on my period, I scroll through and think: what version of me do I want to show up as today? Then I dress the part. That outfit becomes a mindset shift.

I’m still not 100% there with my wardrobe. But every piece I add brings me closer.

Rebranding My Business to Reflect the Real Me

The internal identity shift naturally flowed into my business.

I realised the old photos, the old content, the old tone didn’t reflect who I was anymore. I wanted to be seen for who I actually am now, this bolder, grounded, more self-respecting version.

So, the day before my Nan passed (without knowing what was coming), I booked a brand photo shoot.

It felt like a symbolic moment. Like I was saying: This is me now. And I’m ready to be seen. That decision came from a place of power—not performance.

Even if you don’t have a business, book yourself in with an amazing photographer and keep the photos for yourself, as a reminder of who you are. I worked with Amanda Hutchinson who was incredible. 

Why I Rebranded to Your Confident 30s

It wasn’t that I’d outgrown the rebeccalucyh brand. That name and brand served me well—it still exists! The Instagram’s still there. The YouTube channel. The website. But after years of evolution—starting in 2016 as a social media manager, then moving into strategy, then confidence coaching, pricing coaching, and back again—it had all started to feel a bit... disconnected.

I wanted a fresh start.

Not because the old brand was bad, but because I was craving alignment. After going through personal shifts and choosing 2024 as my "comeback year," I wanted to create something that reflected this era of my life. I was 33, and honestly? I love being in my 30s. So I created a new Instagram account and called it Your Confident 30s.

It wasn’t just a new name. It was a whole new energy.

A New Brand for a New Identity

When I look at my life on paper—single, living with my mum, no kids, no mortgage—I know society would see me as: “behind.” But I don’t see it that way. In fact, I’m genuinely content with my life right now. Sure, I have goals. There are things I’m working toward. But day to day? I really like where I’m at.

And I know I’m not alone in feeling like I’ve taken a different route than expected. That’s why Your Confident 30s was born. I wanted to show that you’re not behind just because your life doesn’t follow a traditional timeline. I wanted to help others in their 30s feel confident, not ashamed. To remind people that there’s nothing wrong with living differently.

Because honestly, I love my life. I love living with my mum. I love running a business that lights me up. I love dating and having freedom. And I want others to feel that same sense of joy in their own unique path.

From Instagram to YouTube to Website: Bringing the Vision to Life

It started with an Instagram rebrand, but I didn’t stop there. I launched the Your Confident 30s YouTube channel at the end of last year, and although I’ve taken a little break from posting, I’m so proud of the videos I’ve created so far.

Then came the biggest shift: my new website.

Designing the Your Confident 30s website was a full-circle moment. I bought a template on Etsy, customised it with my brand colours, rewrote all the copy, and brought the entire identity to life. It finally feels like a true reflection of who I am.

And I’m back to blogging weekly, which just feels so right. Like I’ve come home to myself in business.

Almost Letting Go of The Confidence Show… But Not Quite

There was a moment last week where I nearly started a brand new podcast to go with the Your Confident 30s brand. I’d even come up with the concept, something focused purely on feeling behind in your 30s. Something that matched this new direction perfectly.

Because to be honest, The Confidence Show hasn’t felt like me for a while. I launched it in 2020, when I was 29, and I’m now 34. So much has changed. I’ve evolved massively, and the brand didn’t always reflect that.

But after sitting with it, chatting to a few people, and tuning into my gut… I decided to keep it.

I’m proud of that podcast. It’s nearly at 100 episodes, which is rare for most podcasts. Even though I haven’t actively promoted it much, aside from a birthday episode in December, people are still listening and still downloading. That tells me it’s valuable. So instead of scrapping it, it’s getting a mini rebrand and a revival. New era, new energy.

Launching My New Coaching Program: The Standard Is You

This feels like the next chapter. The culmination of everything I’ve been working on behind the scenes. I’ve just launched my signature group coaching program: The Standard Is You. We kick off on May 25th, and I’m buzzing to get started.

It’s a 12-week journey designed to help you:

• Stop feeling like you're behind in your 30s

• Raise your standards across all areas of life

• Ditch the “ok” mindset and stop settling

• Build real confidence in where you are right now

• And commit to your next-level vision with discipline and drive
  

And of course, there’s a huge focus on becoming the love of your life, because that’s been a game-changer for me. I truly believe that’s why I’m so content with my current chapter. I am the love of my life, and I’m building a life that reflects that.

This Is Just the Beginning

I feel like I’ve finally stepped into the identity I’ve been growing toward for years. The brand, the website, the content—it’s all aligned now. And The Standard Is You is the perfect expression of that.

This isn’t just a business update. It’s a reminder that your 30s aren’t something to dread or feel behind in. They can be powerful, freeing, expansive, even when they don’t look “traditional” on paper.

I’m so excited for what’s next. And if you’re feeling that pull to reclaim your own confidence, rewrite the rules, and raise your standards, this is your sign.

Your Identity Is Allowed to Evolve

We all go through identity shifts. Sometimes from grief. Sometimes from breakups. Sometimes from simply outgrowing the version of us we used to be.

You’re allowed to change. You’re allowed to outgrow spaces, relationships, mindsets, wardrobes, habits.

What matters is how you reclaim yourself afterward.

So if you’re feeling a little lost or like you’ve dimmed your light lately, let this be your reminder: you don’t need to rush. You don’t need to wait for permission. You can start the rebrand today.

Piece by piece. Outfit by outfit. Boundary by boundary.

Want help getting started on your own life rebrand? Check out The Standard Is You here.

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Rebecca Hawkes is a Confidence Coach, content creator & podcaster dedicated to helping you step into your most powerful, unapologetic self so you can finally live your life feeling confident af throughout your 30s and beyond. It’s time for you to raise your standards and become the love of your life so you never settle for “ok” in any area of your life again. Sign up to BTS with Becka for your exclusive pass to my behind-the-scenes mindset shifts, confidence tips and real-life lessons.

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