Rebranding a newsletter is rarely just about aesthetics. It signals a deeper shift in identity, direction and the kind of life you are trying to build.
The decision to rename something you've been building for a while is harder than it looks from outside. A name carries all the old assumptions with it — including the ones you're trying to leave behind. I've been thinking about something similar with a project of my own. Did the new name arrive all at once or did you have to sit with a few bad versions first?
Came to the stack to meet writers, perhaps readers. To learn, read and perhaps to get from zero (yes, zero) to one. Worry bout two later. So several months in followers appear. Why? I offer no product, sell no creed, only speak when I can on something I react to.....
Now some have started to actully communicate with me Again, why? What drives some and most of us to seek out others? Thier thoughts? I do not understand.
Learning is hard but needful if one seeks to live.
Mark Twain said it best, we bury people at an age, 72; they never lived past 27.
First, that name feels like a sigh, a much needed breath. I sense that over the next few years we will see a renaissance emerge. People are over the grind (personally and professionally) and ready for more sustainable spaces where their slice of genius is truly valued.
"One thing I want to make clear is that your publication name and branding is not important when you first start. In fact I actively encourage people to just pick the first thing that comes to mind because it can be the source of serious procrastination."
This is such a big one. I hope enough people can see it as well.
Because I think a lot of people still see writing online as “content creation” today.
But over the next few years, more people are going to realise that building a body of work online is actually a form of long-term leverage, identity, and independence.
Not everyone wants to become an influencer.
A lot of people just want a life that feels more psychologically sustainable and self-directed.
The decision to rename something you've been building for a while is harder than it looks from outside. A name carries all the old assumptions with it — including the ones you're trying to leave behind. I've been thinking about something similar with a project of my own. Did the new name arrive all at once or did you have to sit with a few bad versions first?
It took quite a few iterations.
I had the opposite problem where I couldn’t name myself but the business was easy 😂
The Work That Holds - love this Benjamin 🫶🏻
I found myself nodding along and have been contemplating changing the name of my publication too, just haven’t decided what to change it to yet 🤔
Give it some time and try out lots of variations before you make the final choice
Thank you Benjamin, I’ll do that 😊
For me, I asked if it all worked out, what’s a name I’d be excited to say every time
Love this http://X.Li 🫶🏻 I think I’ve found one and I’ll see if that feeling stays with me before I commit to it.
Interesting, as I was just thinking about this when your post came up. I believe in synchronicity.
Came to the stack to meet writers, perhaps readers. To learn, read and perhaps to get from zero (yes, zero) to one. Worry bout two later. So several months in followers appear. Why? I offer no product, sell no creed, only speak when I can on something I react to.....
Now some have started to actully communicate with me Again, why? What drives some and most of us to seek out others? Thier thoughts? I do not understand.
Learning is hard but needful if one seeks to live.
Mark Twain said it best, we bury people at an age, 72; they never lived past 27.
I have lived past that age, I think.
First, that name feels like a sigh, a much needed breath. I sense that over the next few years we will see a renaissance emerge. People are over the grind (personally and professionally) and ready for more sustainable spaces where their slice of genius is truly valued.
The new name is a good fit for what I have been reading, especially the last several months.
Thanks Paula
"One thing I want to make clear is that your publication name and branding is not important when you first start. In fact I actively encourage people to just pick the first thing that comes to mind because it can be the source of serious procrastination."
This is such a big one. I hope enough people can see it as well.
This is what most people miss about writing online:
The goal isn’t to become a content machine.
It’s to build a body of work strong enough to hold your future identity.
What stood out to me most was this:
“A profitable Substack is not just an audience or readership. It is the beginning of a second life path.”
That line will hit a lot of people harder in a few years than it does today.
I’m curious…Why do you say in a few years as opposed today?
I think the new title describes your mission quite well so people can follow you for what you represent not for what you are.
Because I think a lot of people still see writing online as “content creation” today.
But over the next few years, more people are going to realise that building a body of work online is actually a form of long-term leverage, identity, and independence.
Not everyone wants to become an influencer.
A lot of people just want a life that feels more psychologically sustainable and self-directed.
Your line captures that shift perfectly.
I can’t believe your wisdom is packaged inside a WiFi icon 😂 if you want branding help I’m available to exchange !
A WIFI LOGO?! Did not see that coming lol. But I see what you mean…still a work in progress
😂😂 no not yours!! EchoFrame’s
ahhhh
Dayum that hit hard first time but now you just tattooed it 🫡