Owning Your Weird: How Rachel Lee Built a Brand That Feels Like Home

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Rachel Lee: Owning Your Weird in Business

Rachel Lee is an Artist, Designer & Co-Founder of Neo Genesis, a personal branding agency for creatives & misfit entrepreneurs who are ready to own their weird, and (finally) rock it online.

As a designer-turned-creative entrepreneur, Rachel believes that there's no better way of marketing yourself than actually BEING yourself, and she helps her clients do just that with her signature 1-week brand transformations, taking everything that's awesome about her clients and packaging it in a form people can actually see and feel through visual brand styling & messaging support.

The Early Struggle

As a creative, Rachel came into the business world with zero business experience and the naive notion that "If I'm good at what I do, people will buy my services."

Like most, she was shocked to discover it took a LOT more than she anticipated to land clients, and spent the first few years struggling to crack the marketing code.

She studied competitors, how they presented their brand, modeled their business, and even showed up at networking events. They looked like they knew what they were doing, so Rachel did the only thing that made sense: she copied them.

Building the Wrong Brand

Desperate for clients, Rachel whipped up slick branding, launched a “modern” website, and showed up to calls in her “boss babe” blazer.

While it felt better than before, she quickly found herself in a predicament: she was landing clients, but felt a disconnect between the way she was presenting herself and who she actually was.

Her branding was formal and corporate, but in reality, Rachel is someone who loves to have fun, make a mess, and be friends with everybody.

Over time, the polished identity became restrictive. She was sick of the fancy attire, formal lingo, and dry-cut vibe… but too scared to make a change.

The Breaking Point

Fear crept in:

• What if people wouldn’t buy from me anymore if I showed my true self?

• Would I be stuck putting up a front forever just to get business?

These thoughts eventually led her to stop showing up altogether. She stopped posting, networking, and even responding to messages. Her business dried up, and she knew she had to make a change — or go back to a full-time job.

Rediscovering Herself

Rachel shut down her entire calendar and spent the next month digging deep. For the first time, she gave herself permission to be honest and answer two big questions:

"Who AM I?" and "How do I want the world to see me?"

She compiled words and images that spoke to her, eventually realizing her brand wasn’t just a style, word, or slogan — it was a feeling.

This was the birth of her true personal brand.

The Big Reveal

Rachel tore down her old brand and rebuilt it in its rawest form, not knowing how it would be received.

She braced for crickets when she announced it… after all, who would take a business owner seriously while rocking pink spray paint and kitty ear headphones?

But the opposite happened.

Connection requests poured in, clients signed up, and Rachel was finally seen for who she really was.

Where She Is Now

Now known as “pink kitty ears” and an outspoken advocate for “owning your weird” in the online space, Rachel helps other misfit entrepreneurs undergo the same transformation, condensed into a snappy, 1-week brand overhaul for visuals and messaging.

If you’ve been itching to put yourself out there in a way that feels like YOU, now’s your chance to do the brave thing and make it happen.

Interested in learning more?
📝 Fill out the BrandMatch Form to see which of Rachel’s services are the best fit for you.

Connect with Rachel:
🌐 Website (Personal): racheltylee.com
🌐 Website (Business): neogenesis.me
📷 Instagram: @racheltylee
💼 LinkedIn: Rachel Lee

Watch Her I Know A Guy Interview Here

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