Welcome to On Brand! Alex here!

If you’re thinking that this week’s newsletter is looking a little different…well spotted! Since newsletter is such a big part of our media strategy at Girls Club, we’ve moved to a platform that allows us to grow faster.

I’m so excited for what’s to come - my intention for this newsletter is to be your weekly read where you catch up on all things brand, content and creator economy (maybe some pop-culture gossip too!) and get inspired for the week ahead.

Now for this week’s newsletter, we’re going with a very fitting topic. Rebrand.

In this issue:

• 💻 ICYM: Interesting things from the internet

• 🪩 Due for a rebrand?

• 🍒 Resources to grow your brand

Interesting things from last week

The best things we’ve read, watched and listened to.

• Google might have just won the AI race. Here’s everything they released on their I/O 2025 (spoiler alert: it’s a lot and a lot of it is pretty mind-blowing). People are particularly freaking out about the VEO 3 that lets you create life-like videos. Given that a year ago, AI wasn’t able to generate a human hand with the right number of fingers on it, this is both incredibly impressive and also a little scary?!

• This piece from The Cut on Liv Schmidt & how harmful Skinnytok actually is. (Heads up - this piece touches on themes around disordered eating.)

• Aimee Smale from The Odd Muse is fighting back against @plzdontbuythat in the latest fashion controversy. There has been a lot of chatter on TikTok on why this is exactly why you shouldn’t build in public as a founder. My honest take on this? NOT building in public is not going to prevent you from criticism. Yes, visibility might amplify this but in 2025 it’s SO important that you’re visible as a founder, especially if you’re running your company on a tight budget.

We’re almost halfway through the year. If one of your goals was to grow your personal brand but you’re feeling stuck because you’re not clear on what to post or no matter what you do, it just doesn’t land anymore…you might be due for a rebrand.

So how do you know it’s time for a rebrand?! (and what to do about it)

1. Your brand feels unclear or disconnected.

You’ve grown and evolved, but your brand hasn’t caught up. Maybe your message feels vague. Maybe you’re second-guessing what to say. Or maybe your content just isn’t converting like it used to. Or you’re struggling to show up online to start with because you don’t even know what to say.

This is usually the point where people rush into changing visuals, hiring coaches with super secret success strategy, or going on a 6-month social media hiatus.

The smartest move? Pause and do an audit.
What’s no longer aligned with who you are now? What are you tired of repeating? What do you want to be known for next? Is your brand making that obvious?

2. If consistency feels hard.

This is rarely a motivation issue. It’s a systems issue. You don’t need more ideas, inspiration or a change in direction every month - you need structure.

Start by choosing formats that feel natural to you. That might be short-form video, stories, carousels, or even long-form posts. Then, build 1–2 recurring series that your audience can follow. This gives your content rhythm and gives you space to show up without reinventing the wheel every week.

Consistency isn’t about posting more. It’s about creating in a way that’s repeatable and recognisable.

3. Your content doesn’t look on brand.

Your visuals are SO important. There’s a reason why Girls Club growth skyrocketed after we did our rebrand (we worked with Celsey from Studio Jones). If your content feels out of sync with your offers or your expertise, or just how you want to be perceived in general, this is for you.

You don’t need a full overhaul, just a little more intention.
Update your bio, refresh your color palette, simplify your content design, learn how to edit your videos better (this video on the most aesthetic CapCut features is 🔥) . Make sure everything from your bio to your templates feels like part of the same world.

We’ve been keeping a secret…

Coming Soon: Self Made

Ready to build a standout personal brand? We're building something that turns your ideas into on-brand content that makes you stand out in your industry.

Early access in 4 weeks.

We’ve created free tools to help you level up your personal brand this year. Grab both of them below.

Obsession-Worthy Brand Guide

Your blueprint for a personal brand that connects and converts. Downloaded 3,000+ times and rated 5 stars, it helps you show up with clarity so your content actually lands.

On-Demand Personal Brand Strategist

Get a powerful ChatGPT prompt + five follow-ups to clarify your positioning, grow your audience, and create content that drives results. 

That’s it for this week.

As always, thanks for being here. And if you’re currently in a rebrand season, we can’t wait to see your next evolution!

The Girls Club Team 

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