The Real Truth About Rebranding My Substack

Valuable lessons I learned from rebranding my Substack—how missteps led to clarity and growth.

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I’ve rebranded my Substack not once, not twice, but… honestly, I’ve lost count.

Just last month, I was done with Substack.

It didn’t feel like the platform I once loved when I started.

Everywhere I looked, big-name creators were telling me what I was doing wrong — how I had to post like this, grow like that, and follow their steps to become a bestseller in just a few months.

It started to feel less like a creative space and more like a battlefield, where everyone was shouting about who’s the most successful, the most profitable, the most everything.

• I kept reading.

• I joined paid subscriptions.

• I tweaked and changed my publication over and over.

• But nothing seemed to work.

• My subscribers dropped.

• My open rates tanked.

Worse, I realized I was pouring energy into Substack while neglecting my main (German) business.

So, I hit pause.

I came this close to deleting my publication altogether — but I didn’t.

Instead, I quietly deleted the Substack app, unsubscribed from most newsletters (even 5 paid ones), and gave myself space.

I invested in a single course and committed to going all in on that one path. No more hopping from strategy to strategy.

And honestly? That one-month break was the best decision I could’ve made.

After stepping away and completing just the first task in that course (I’m still not done!), I came back with more clarity and a new kind of energy.

And because I know I’m not the only one who’s felt this way — stuck, exhausted, tempted to quit — I want to share the most valuable lessons from rebranding my Substack.

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Why I Rebranded (More Than Once)

My Rebrandings (At Least the Ones I Remember)

Here are some of the names I’ve used over time:

• Your First Dollar – Helping women make their first dollar online

• Her Wealth Journey – Helping women become financially free

• Business on Purpose – Helping creators start and build an online business

• Female Finance – Helping women make the best of their money

I’m pretty sure there were even more, but those are the ones I remember.

Why Did I Rebrand So Many Times?

Looking back, I can now clearly see why I kept rebranding:

• I wasn’t aligned with my niche.

• I wasn’t clear on who I was writing for.

• And most of all — I wasn’t fully connected to who I am and what I uniquely have to offer.

At the time, my thoughts sounded more like this:

• “Maybe I’m in the wrong niche.”

• “Maybe my writing just isn’t good enough.”

• “Maybe my branding isn’t polished enough.”

The more disconnected I felt, the more I lost momentum.

I kept comparing myself to other creators — especially the ones who seemed more successful or more confident.

And I started to question everything:
“Why am I teaching this if others are doing it better?”

Even with my favorite topic — personal finance, the one I’ve built my German business around — I started to doubt if I was the right person to talk about it.

But then I learned a simple sentence in the new course I joined. It shifted everything.

Instead of asking myself “Why me?”, I started asking:

“Why not me?”

That tiny mindset shift helped me reconnect with my own voice, my own story — and eventually led to the most valuable lessons from rebranding my Substack.

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The Key Lessons from Rebranding My Substack

Lesson #1: Your Substack Name Isn’t Everything (But It Matters)

Yes, your publication name matters — it’s the first thing potential subscribers see when they land on your welcome page. It should create a sense of connection right away.

But here's the truth: your name isn’t everything.

Why?

Because most readers, subscribers, and even paying customers won’t remember the exact name of your publication.

What they do remember is how you make them feel — your tone, your message, and the connection you create through your content.

One of the biggest lessons from rebranding my Substack is that clarity and consistency matter more than clever branding.

If I had to start again, I’d let myself start messy.

I’d stop trying to perfect the name upfront and instead refine it later — based on feedback from real readers.

My tip: Choose a name that leaves room to grow, but still feels like you. And when it comes to your Substack URL, just use your own name. That way, you can change your publication title anytime without losing your identity.

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Lesson #2: Clarity Beats Cleverness

When I first started, I thought I had a clear message.

But looking back, I had no idea what I was really trying to say.

Instead, I focused all my energy on branding — as if that alone would convince readers to subscribe.

Here are some of the names I used:

• Your First Dollar – Helping women make their first dollar online

• Her Wealth Journey – Helping women become financially free

• Business on Purpose – Helping creators start and build an online business

• Female Finance – Helping women make the best of their money

As you can see, my brandings weren’t very clear or consistent.

Sure, each had a one-liner — but if I couldn’t explain what my publication was really about, how could I expect readers to understand it?

And if I didn’t know what was in it for them, how could I write content that truly connects?

One of the most important lessons from rebranding my Substack was realizing that branding without clear messaging doesn’t work.

It might look polished, but it won’t land.

What I Did Before Starting Over?

This time, I took a step back and did a deep dive:

• I redefined my sweet spot — where my skills, passions, and reader needs meet

• I created a clear ideal reader avatar — someone I could picture writing to

It wasn’t easy work. But it was worth it.

Only now do I feel confident in saying what my newsletter is about — and what’s in it for my readers.

My tip: Don’t just focus on what you like writing about. Focus on what your reader needs and how your newsletter helps them.

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Lesson #3: Your Audience Can Handle Change — If You Communicate It

One of the biggest surprises for me?

Even though I rebranded multiple times and switched topics, most of my subscribers stayed.

Why?

Because I always communicated openly — I shared why I was rebranding and what would come next.

Sure, I had some unsubscribes. But honestly? Far fewer than during “normal” weeks.
Interesting, right?

Here’s the thing:

You are a human. And so your readers are.
When you share your struggles, decisions, and even the messy parts of your journey, people relate to that.
They want to understand where you’re headed — and many will stick around if you simply let them in on the process.

One of the key lessons from rebranding my Substack is this: your audience can handle change, as long as they feel included.

And those who unsubscribe? That’s okay too.

I learned early on that if someone leaves, it just means they’re not the right fit.

You want to attract people who connect with you, not just the version of you from one rebrand ago.

My tip: Rebranding without a clear explanation = confused subscribers.
Be transparent. Share the why behind your pivot. It builds trust — and keeps the right people with you.

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Lesson #4: Rebranding Is a Sign of Growth, Not Failure

Sometimes it feels like I’ve lost so much time — time I could’ve used to build and grow my Substack business faster.

But you know what?

I don’t regret a single step. Not the mistakes, not the pivots, and definitely not the rebrands.

I’m building my Substack alongside my main business, so I’ve given myself permission to evolve, to learn, and to grow slowly.

I’m not in a rush — even if my husband sometimes wishes I’d grow a bit faster. (But that’s a story for another time!)

Every move I made brought new insights.

Each shift taught me something valuable and brought me one step closer to where I am now: aligned with who I want to write for, what I want to say, and how I can serve in the most authentic way.

One of the biggest lessons from rebranding my Substack is this: all of it counts — even the messy, confusing parts.

Every version brought me closer to clarity.

And yes, I know this phrase gets used a lot, but it’s worth repeating:

Stop waiting for perfection.
Start now.
Don’t fear failure — learn from it.

If You’re Thinking of Rebranding, Ask Yourself…

• Why am I rebranding?
  (Is it clarity or comparison that’s driving this shift?)

• Who am I trying to reach — and what do they need?
  (Be honest: Do you know your ideal reader?)

• Does my new direction align with what I actually want to talk about?
  (Or am I just following trends or others’ success?)

• Can I clearly explain what my newsletter is about — in one sentence?
  (If not, get that clarity first.)

• Have I told my audience what’s changing — and why?
  (They’ll stick around if you bring them with you.)

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What I’d Do Differently If I Started My Substack Again

Here are the biggest lessons from rebranding my Substack — and what I’d do differently if I had to start over:

• Pick a flexible name
  Something broad enough to evolve with me, without boxing me into one narrow topic.

• Use my own name for the URL
  So I could rebrand the publication anytime without losing my identity.

• Define my core promise early
  Be crystal clear on what readers get from my newsletter — not just what I want to write about.

• Validate my niche before diving into branding
  Test the waters with real posts, conversations, and feedback before investing time into logos or taglines.

• Build with the reader in mind, not just my passion
  Ask: What’s in it for them? And keep asking that with every post.

• Let it be messy at the beginning
  Clarity comes from action — not overthinking.

• Talk to my audience more
  Instead of hiding behind the scenes, share the journey, the pivots, the doubts. That’s what builds connection.

• Stop comparing myself to “big” creators
  Their chapter 20 shouldn’t make me doubt my chapter 2.

• Stick with one core focus for longer
  Jumping from idea to idea only delayed my growth — clarity comes from staying consistent.

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Your Brand Will Evolve — Let It

Can I Tell You a Secret?

Earlier, I mentioned that I unfollowed many publications — even some I had paid for.
But there are two I will never unsubscribe from.

Why?
Because these two women,

Kristina God

and

Veronica Llorca-Smith

, always share the real journey — the messy parts, the doubts, the not-so-perfect moments.
They don’t pretend to have it all figured out. And I love that.

Their honesty has been so refreshing.
Yes, their Substacks are incredibly successful now — but I remember when they started from scratch, just like the rest of us.
They went through the same ups and downs. The only difference?
They never held back from sharing the truth of it.

And that taught me something important:

• It’s okay to be imperfect.

• It’s okay to make mistakes.

• You don’t need to have a perfect brand, message, or plan from day one.

One of the most valuable lessons from rebranding my Substack is this:

1. Before you panic, pivot, or consider deleting your publication altogether — just take a break.

2. Give yourself space to breathe, reflect, and regain clarity.

3. Then come back — better aligned, more focused, and more you than ever before.

✨ Your turn: What’s something you’ve learned from your own messy creative journey — or a rebrand you’ve been through? I’d love to hear about it in the comments.