ROOTED Branding: What Really Holds a True Transformation
- Lee Aldridge
- Sep 10
- 7 min read
Updated: Sep 12
It’s been a while since you’ve heard from me.
In the months after Hurricane Helene uprooted my home apartment and my work in late September, 2024, I found myself in a season I didn’t exactly sign up for — the kind where life takes your neat little to-do list, crumples it into a ball, and tosses it into the neighbor’s yard.
With my car barely visible buried under a huge oak tree, everything slowed down. Stripped back. And I had to ask some bigger questions than “What’s for dinner?”
Not just What’s next? but What’s worth holding onto?
Time to Get Grounded - In Real-Time
Through all the change, one truth kept surfacing like a stubborn dandelion in the driveway: transformation doesn’t happen in the noise.
It happens when we’re rooted — in who we are, what we value, and how we want to show up in the world. And that’s exactly where I’ve been — figuring out how to grow deeper roots while the storm was still raging. Within myself, not in a place.
Through this dark night, I've learned to slow down and TRUST. To really trust. To lean in and rely on God. Fully. And it is good.
The Season I Didn’t Order
Life has a way of sending you tests you never requested. (I’m still waiting for the customer service survey so I can give this one zero stars.)
I’ve been knocked down more times than I can count. Like you and many others, I’ve been betrayed, bamboozled, blindsided… pick your “B” word. And yet here I am — still standing, still stubborn, heart still full of love.
And finding my wisdom and watching my behaviors that were unearthed through it all. Throw in angry parents who had to move from their 50+ year home to assisted living and it was just about too much.
But I learned a long time ago, that “Life by the yard is hard, and life by the inch is a cinch.” I wouldn’t exactly use the word ‘cinch’ to describe what this last year has wrought. A waddle in the woods with Rosie always cures what ails me. I receive respite, insight, and peace from the wear and tear. And for shedding tears. ROOTED in Life and Business
It was literally miracle after miracle post-hurricane. Somewhere between my victory lap around the neighborhood in my still-drivable car after the huge oak tree was chainsawed out, and moving 2 weeks later to a new place 3 hours away, I began to rebuild my inner framework.
But before that, it was bedlam. No communication and the town of Asheville and surrounding towns were in chaos. It took me 5 days to find a way out - south through Charlotte on I26. And then around to Chapel Hill.
I threw all I could in the car, and secured the property, and headed out, not knowing what was next -- in the next hour, or the next chapter.
I was able to stay at a friend's home in Charlotte. I fell in her door, exhausted, and literally just sat for a few hours. I just sat there.
Miracles Occur In the Void
Everything fell into place in the following 2 weeks.
Within 3 days I found a place to move to. I went back to Asheville where my friend who is an expert professional packer was available the day I needed her, and my mover, a new friend, gave me a screaming deal.
Even the insurance company forgave the deductible, and wrote me a check for the full payout - no questions asked and in my hands within 30 minutes with an office only miles away.
It's All In The Way You Frame It
Point of View is everything. Some people might look at the delays, the disappointments, and the unsolicited pivots, and call them failures. I’ve definitely had my mental battle with this in the quiet corners of my mind. But when I drop into my heart, and take a big picture view, and pop way out, I see now through it all what I endured, how I solved the unsolvable, and with pretty much trusting in the next moment, the next day.
Deep faith, unwavering self-reflection, and the support of my "Earth Angels" were key to my moving through this. Those I needed, showed up and pushed me to see the obstacles, to embrace the good, and to release what no longer serves.
Amanda, of Unbridled Way Forward, has an amazing equine-assisted psychotherapy program. That's Magic, the white horse coming up behind Amanda.
Magic, the white horse, assigned himself to me. It was wild! Through two sessions, he knew exactly what I needed and didn't let me get away with anything less than total transformation. I let go of a major obstacle that was causing great harm to my very survival - not believing in myself. I am so thankful.
They appeared in my life at just the right intervals -- Dannielle, Beth Ann, Amanda, Lili, and Lynn T, and a few four-legged companions. And then my local besties, Marie, Kat, and Jill, who were always there to meet and have a meal or a good long visit. These strong women — and one man, my wonderful brother — held space for me, steadying me until I could make it through the arch, to transformation.
We Get To Embrace Transformation
Transformation is THE human journey. We are all on it. We can’t escape.
In business to offer transformation is a different thing than selling a widget.
No, through these decades of life, seeking and transforming over and over again, is what we bring to the table. It is with great honor that I get to guide a human being through real change.
I measure success differently now. To me, it’s:
Persistence when quitting would be easier.
Nimbleness when your best-laid plan got crushed like a like a patio umbrella in a windstorm.
Humor when life hands you an “Are you kidding me?” plot twist.
And above all — faith to keep going even when the GPS is saying, “Recalculating…” for the 47th time.
Faith Isn’t a Random Bonus
Faith doesn’t just pop up one morning like “Surprise! Here I am to save the day!” No, you cultivate it — like a garden, or a really stubborn hound dog puppy.
It’s in the quiet tending of your spiritual life that you get strong enough to withstand the next thing life hurls your way. Prayer, meditation, nature walks, talking to the trees (they listen better than most people) — whatever keeps you steady inside.
Without it, you’re just reacting to every gust of wind.
The Only Thing Constant Is Change.
Life will always throw slings and arrows, and we must grow to be with the changes. This means we are in the eye while the storm rages.
You do have what it takes to solve the problem because the truth is, nothing is given to us we can't handle. It’s all part of honing and growing on this wild planet. We are to rise above it and be strong and resilient. Learn to bend and by all means stay curious and don't take yourself too seriously. Afterall, if we could do better, we would.
Rooted Branding
Out of all that, I refined my branding process I now call ROOTED Branding — a way of helping leaders build brands that can weather any storm because they’re anchored from the inside out.
Being ROOTED means:
You know who you are and what you stand for (even if the internet tells you to be 47 other things).
Your values guide your decisions — not the latest algorithm mood swing.
Your brand reflects your truth so clearly that it attracts the right people without you running yourself ragged.
Because just like in life, a brand that isn’t rooted will topple over at the first sign of strong winds — or a change in the economy.
What This Means for You
If you’ve been feeling a little wobbly in your business — unsure about your message, your next steps, or your place in the market — maybe it’s time to get rooted again.
Here’s where you can start:
Reconnect with your “why.” Ask yourself: If I stripped everything else away, what would still matter?
Audit your message. Does it sound like you? Would your best client recognize themselves in it?
Nourish your inner life. Give your spirit the same attention you give your email inbox. (Better yet, give it more.)
If this season has taught me anything, it’s that storms may uproot you, but they can also reveal the deeper, and deeper roots you didn’t know you had - or would have to access for that matter.
And when you’re rooted? You can weather anything… and maybe even laugh while you’re doing it.
If You’re Ready for Support
If reading this has you thinking, Yep… it’s time to get rooted, here are three ways we can work together — each designed to meet you exactly where you are right now.
1️⃣ Brand Clarity Power Hour — $440. (for a limited time)
In 60 minutes, I’ll untangle your brand, sharpen your message, and hand you a plan you can use immediately.
2️⃣ Quickstart Brand Story & Playbook — $1,700 (for a limited time)
This is the “Done-For-You” foundation, your unique brand story and tailored go-to-market plan.
3️⃣ Soul Story Brand™ Coaching Program — $3,600 In 3 months, we’ll build, refine, and launch your brand together — turning your strategy into a visible, in-brand presence you’re proud of (without doing it all alone).
Want To Chat?
If you'd like to get clarity on next steps, feel free to book a complimentary clarity call. I'd love to hear more about your own journey and how you are positioning yourself to bring in your ideal clients.
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