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Our guest today is Serena Shoup, a corporate CPA turned CEO of her own bookkeeping business, a mentor for other bookkeepers and accountants, and a mom of three. Serena's rebranding journey is one of the most comprehensive we've featured, involving a total name change, a shift in services, and much more.



In this episode, Serena takes us through her transformation from freelancing under her own name to creating a brand that attracts her ideal clients while setting up her business for a potential future sell. 



We'll dive into the reasons behind her rebranding decisions, the challenges of letting go of the CPA designation in her business name, and how her brand redefined itself to allow for broader financial services.



If you're considering a rebrand and want to understand what's truly involved, from logistical steps to emotional challenges, you won't want to miss this episode. Plus, don't forget to check out our rebrand checklist available below to guide you on your own journey.



→ Serena's Website: ofcoursebookkeeping.com



() → Grab a Rebrand Checklist:



→ Are you a squiggle or a square? Go to jesscreatives.com/quiz () to find out



→ Feeling inspired to rebrand? Go to jesscreatives.com/rebrand () for help



Key Takeaways:



🔹 Align With Your Passion: Serena realized that tax work didn’t bring her joy, so she refocused her business on monthly finance and accounting for online businesses, particularly course creators. It’s essential to identify what you love and build your business around it.



🔹 Strategic Naming & Positioning: Changing her business name from "Serena Shoop, CPA" to "Of Course Financial" helped Serena better communicate her services and future-proof her brand for expansion or potential sale. This underscores how a name change can impact your brand strategy and client perception.



🔹 Embrace Team & Build Confidence: The rebrand helped Serena embrace her role as CEO and the value of her team members. This shift enabled her to confidently price her services and fully leverage the collective expertise of her team.

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