My Brand Journey

Steph Zangeneh Azam

My business name has evolved 3 times in the past two years. If you think I've lost my marbles, stay with me.

Each name shift is connected to a transformation within myself and the growth of my business.

In August of 2016 I reached a point in my life and business where I needed a change because I was feeling stagnant. I was using my name as my brand which made sense but for some it was hard to pronounce, remember, and spell.

I wanted a name that was easy to remember and spoke to my clients in a meaningful way.

Steph Zangeneh Studio Logo

So back to the name-game I went and I started exploring words that I was connected to.

I had never truly let go of my Wild Woman brand and though it wasn't the right brand for my studio I kept coming back to the word wild. Then one day I stumbled upon this quote and it changed everything.

"Within every woman there lives a powerful force, filled with good instincts, passionate creativity, and ageless knowing. She is the Wild Woman, who represents the instinctual nature of women. But she is an endangered species." - Women Who Run With The Wolves


It wasn't totally unique but it was the change I had been looking for. The name represented the wild "magic" that is within us all. I deeply connected with it's meaning and felt it spoke to the women I was working with.

The Wild Within Co.

I used Wild Within Studio for about a year until June 2017. When I decided to grow my business into something more than just a one-to-one studio.

So I changed from Wild Within Studio to The Wild Within Co. The shift was slight but it opened the door for me to do more. Things like an online shop, workshops, retreats, e-courses and more. I felt a renewed sense of purpose and confidence.

I was feeling it big time. That is, until about a month ago ... 

I was working through an e-course that had me thinking big picture ideas about my business and was asking practical questions:

  • Can I trademark the name?
  • Is it unique?
  • Does anyone else use the name?
  • Can I get the url and the social media accounts?
  • Where do I show up on Google searches?
  • Does it really say what I want it to say?

Uh, what?! I went into a tailspin of confusion and despair.

I knew Wild Within wasn't uniquely mine but it hadn't mattered to me, until now. Because how was I going to build my empire if I was showing up on page 6 in Google because some dude had already been using the name Wild Within since 2011.


So I reached out to one of my Facebook groups and asked if they thought it was worth changing my name (again)? Most said "no" and that they hardly got any business from Google so why worry about it? They said if the name resonated with me - that's all that mattered.

I agreed and shelved it.

But I couldn't get those questions out of my mind.

So after weeks of retreating into myself and countless episodes of Oprah's Super Soul Sunday podcast I answered them:

  • Can I trademark the name? No.
  • Is it unique? Not really.
  • Does anyone else use the name? Yes.
  • Can I get the url and social media accounts? Yes, but I couldn't get a .com url which is something I wanted.
  • Where do I show up on Google searches? Page 6.
  • Does it really say what I want it to say? For a long time I felt it did. But when I really think about my brand message it's about tapping into your POWER within. Your wild magic is a part of that power but it's not all of it.

Mighty Within


So after a lot of thinking, brainstorming, feeling, and finally figuring out my deepest WHY I decided to change my business name to Mighty Within.

Because ...

It takes a mighty person to start their own business and stick with it. There are days, weeks, months, years when all you have is your mighty within to guide you.

But ... 

The mighty do not give up.

The mighty see it through.

The mighty have a power within that is unshakeable.

And these are the people I want to work with. People who know they are meant for more.

A brand is more than a logo, color palette, images, and typefaces. A brand is a feeling and a mood it's your WHY. It's the message you convey every time you post or speak about your business. 

If you can't explain the meaning and message behind your brand then your clients and customers won't understand it either. It's something you have to believe in.

Now I don't dread answering these questions:

  • Can I trademark the name? Yes, in the process now.
  • Is it unique? Yes.
  • Does anyone else use the name? No.
  • Can I get the url and social media accounts? Yes and I got the .com too!
  • Where do I show up on Google searches? Yes! #2 on page 1!
  • Does it really say what I want it to say? YES! Mighty is our strength and power within but it also encompasses the wild within too.

So if you find yourself in a place of transition and feel disconnected from your brand ask yourself these questions:

  • Can I trademark the name?
  • Is it unique?
  • Does anyone else use the name?
  • Where do I show up on Google searches?
  • Does it really say what I want it to say?

And if you want to rebrand, refresh, or start new let's talk.