When Abby Lynne joined The Brand Plan for Round 2, she had just come off the heels of a pivot and a rebrand. After years as a wedding photographer, she was ready to go all-in on senior photography (the teenager kind, not to be mistaken for senior citizens.)

She had a beautiful visual brand coming out of her rebrand—but something still didn’t feel quite settled. The pivot was right, but the language to explain it hadn’t caught up. What she needed wasn’t a new direction. She needed words that felt as strong and true as the work she was doing.

How were you feeling about your brand and your business before the Brand Plan?

“I had done so much work to get good at what I do—but when I thought about growing, I didn’t know how to talk about my work in a way that people actually cared about.”

“I was second-guessing every decision. It felt like I was just spinning my wheels and hoping it landed.”

Abby could see the kind of brand she wanted to build, but translating that vision into content, messaging, or marketing felt like a guessing game.

“I felt really unsure. I had a vision—I could see the kind of brand I wanted—but I didn’t know how to get there. I had this strong work ethic and a clear skill set, but I couldn’t figure out how to articulate it in a way that people would connect with.”

“I didn’t want to be dramatic and rebrand everything. I just wanted what I was already doing to feel more aligned and consistent.”

Was there a moment when you thought, I can’t keep doing it like this?

She was tired of winging it. Tired of changing things over and over, hoping something would finally stick.

“Yes. I remember thinking, I don’t want to keep throwing spaghetti at the wall. I don’t want to keep changing my mind every few months because I’m not confident in how I’m showing up. I wanted to feel solid.”

What stopped you from moving forward before?

“I didn’t have a roadmap. I’d taken other courses and gotten some coaching, but it all felt kind of generic. I didn’t want to learn what worked for someone else’s brand—I wanted to figure out what worked for mine.”

So, what about The Brand Plan caught your attention?

“It felt like a program that was going to meet me where I was. It wasn’t about starting over—it was about refining. That really resonated with me. I didn’t want fluff. I wanted clarity and guidance from someone who understood creatives.”

“The Brand Plan felt like a space to actually work on my business with help—not just more homework.”

What shifted once you were inside the cohort?

“I stopped second-guessing everything. There was this moment where I realized—‘oh, this is how my brand sounds.’ I wasn’t borrowing other people’s language or styles anymore. It actually sounded like me.”

“Rachael and the group helped me zoom out. I didn’t even know how much I needed that until I had it.”

The big aha: I’m not my ideal client

Abby realized she had been trying to create a brand for someone who thought and spoke like her—when really, her ideal client needed something else entirely. That clarity changed everything about how she communicated.

“I kept trying to say things how I would want to hear them—but I’m not my ideal client. That moment shifted how I approached everything because it finally made sense why my words weren’t landing.”

“The Brand Plan helped me look at what I already had—my values, my work, the way I serve people—and actually bring it into alignment.”

“It wasn’t a rebrand. It was a realignment. And that changed everything.”

What did you walk away with?

“Clarity. Confidence. And a brand that I feel proud to share.”

Abby didn’t need a new brand. She needed a way to own the one she had built. The Brand Plan gave her the tools to do it—and the support to do it well.

“I finally feel like a business owner, not just a photographer.”

How is The Brand Plan still impacting you and your business today?

The clarity Abby gained didn’t end when the program wrapped. She immediately began implementing what she created.

“I launched a senior spokesmodel program right after TBP, and I used everything I built inside it to guide how I positioned it. The language, the visuals, even how I talked about it—it all came straight from the work I did inside the program.”

“I still pull up my brand plan when I write captions or make updates to my site. It’s like a filter—it tells me what’s on brand and what’s not.”

What would you say to someone on the fence about joining The Brand Plan?

“If you’re ready to actually feel proud of how you show up—and make confident decisions based on your brand instead of your feelings—this is for you.”

“It’s not about starting over. It’s about finding what’s already working and bringing it to the surface. That was huge for me.”

Abby knows how tempting it is to try to DIY and muscle through. But for her, the clarity wasn’t something she could create alone.

Ready for your own ‘everything makes sense now’ moment?

The Brand Plan was built for creative business owners like Dennah—ones who are already doing the work, but know it could be so much more effective if their brand actually did the heavy lifting.

Inside, you’ll get a proven framework, a supportive cohort, and personalized feedback to help you:

• 📣 Clarify your brand message and content strategy
• 💪🏼 Build a brand that reflects your current level
• 🤍 Talk about what you do in a way that makes people care

Your brand already has depth. The Brand Plan helps you put words to it.

→ Learn more about The Brand Plan