Show Notes

A Bold Truth
You don’t need a new website. You need a new vision. As women of color coaches, we often get stuck in what’s already working. But if you’re building something bigger than yourself, your brand has to grow with you. That truth hit me hard after my third million-dollar year. I didn’t need a rebrand because something was broken. I needed it because I was becoming someone new.

From Dielle Charon to The 23%: The Vision Behind the Change
For years, my brand, Dielle Charron LLC, stood for strength, success, and structure. With black-and-white editorial imagery, I became known for being bold, clear, and business-focused. And it worked. But as I grew, so did my vision. I didn’t want to be the face of a personal brand anymore. I wanted to build a community.

I wanted a name that women of color could see themselves in. One that reflected our shared power. When I found the stat that only 23% of business owners are women of color, I knew: we are building this for the 23%. That name, and the rebrand that followed, changed everything.

Why I Knew It Was Time to Rebrand
Rebrands aren’t just about colors and fonts. They are about identity. I started asking myself:

• Who am I becoming?
• How do I want to make money in the future?
• What kind of movement am I leading?

At my annual event, Emancipation, I witnessed my clients cry, heal, and break through. And I thought: this brand doesn’t capture that depth. I needed a visual and emotional container that held all of that. That meant not just new visuals, but new offers, new content strategy, and new ways for our community to engage.

The Strategic Power of a Rebrand
With the help of branding expert Jasmine Haitalani, we didn’t just change the visuals. We reimagined the entire business model. That included:

• A new name and brand identity (The 23%)
• A wider color palette to match our diverse expression
• A content strategy centered around community and transformation
• Three new offers: Everything Full-Time, Everything Scaling, and Everything Sales & Money
• A new impact goal: helping women of color generate $1 billion in sales

We also tracked client results for the first time—and found that our community had already generated $35 million in revenue. That stat would have stayed buried if not for the rebrand.

Revealing the New Brand: From Fear to Freedom
Initially, I planned to keep the rebrand a secret until our Emancipation live event. But when I floated some ideas to my Close Friends list, I realized they needed to come with me on the journey. So I started building in public.

We teased it slowly—new offer names, new colors, sneak peeks. At Emancipation, every guest had a gift box under their chair. When they opened it, they saw the new name: The 23%. It was emotional, intentional, and exactly what our community deserved.

A New Brand, A Bigger Mission
Since the rebrand, we’ve launched a shop, planned a community summit, and brought our membership program to life. We’re creating more ways for women of color to connect, thrive, and lead. This isn’t just a business anymore. It’s a movement.

Final Takeaway
Your brand is a mirror. And when the reflection no longer fits who you are, it’s time to evolve. A rebrand isn’t just a change in design—it’s a declaration of where you’re going. The 23% is more than a name. It’s our future.

Follow Jasmine on Instagram – instagram.com/highflierpowerhouse

LISTEN BELOW ON APPLE PODCASTS AND SPOTIFY