We rebranded our own company. Here’s the real story.
Seven years in business. Seven years of helping founder-led service companies get clear on what makes them different. And it took us the entire time to do the work for ourselves.
In this episode, I’m walking you through the full journey of how Dragonfly Visions became New Amethyst – the messy middle, the emotional grief of letting go of something I built, the moment a name showed up in a dream I didn’t understand yet, and why “proximity is the obstacle” when you’re trying to see your own brand clearly.
Real talk: if you’re a founder who’s built something remarkable but you’re still explaining what makes you different on every single sales call – this one’s for you. Clarity isn’t a nice-to-have. It’s the thing that turns referral-dependent into unstoppable.
What you’ll hear in this episode:
- Why we couldn’t call ourselves a video production company anymore (and the repositioning that came before this one)
- The turning point that changed everything — and why it had nothing to do with strategy
- How the name New Amethyst actually arrived (spoiler: it wasn’t a brainstorm)
- Why letting go of what you built is an emotional decision, not just a business one
- What it actually costs you every month you put off getting clear
This is the beginning of our YouTube channel, and our goal is simple: show you what it really looks like to do this work, so you can go do it for your own business – hopefully faster than we did.
If you’re ready to stop explaining yourself and start being the obvious choice, subscribe. This is just the beginning.
Be Clear. Be Seen. Be Unstoppable.