I’m over the moon excited to share why I decided to rebrand and change our business name with you all today. It’s been a long time coming, an exciting process to say the least -stressful and full of doubt at times – but most importantly, this brand is more in line with me than I could ever hope. I’m finally able to put the days of daydreaming on Pinterest behind me and have a beautiful online home for all the goodness I want to share with you.
If you’ve worked with us in the past you might of know us as Amy Lynne Personal Chef Services. Yes, its a mouthful of a name, reason number one why it needed to go. Eight years ago this business of mine started with my passion for food. I got the entrepreneurial bug and created a business for the love of feeding people. I put my name on it and we were off to grow faster than I could ever have imagined.
Also, there are a lot of ways to spell Amy Lynne, Aimee Lynn, Ami Lyn, you get the point. My business name was often misspelled a total issue! Then there was the icing on the cake with a very awkward meeting with a client where mid phone conversation he googled “Amy Lynn” to try to find my website and a not so personal chef service website popped up, we’ll say the least he was like “have you ever googled your name before? I’m pretty sure you are not a stripper” Ughhhh — definitely not, it was mortifying. Needless to say, we both got a good laugh about it and I’ve been simmering on a new name ever since.
In 2010 I didn’t know then where I was going to take this business and where my entrepreneurial journey would lead me. I was just hoping that it didn’t fail and I have to go back bartending. I know you hear it all the time but I worked hard, and I mean hard, this business did not come easily to me, I got what I put into it.
Countless hours dedicating so much time and energy transforming an idea to a thriving business. I failed countless times, it made me even stronger and better than before, I had to learn the hard way on a few occasions, I dealt with back to back knee surgeries putting me out of work for several months, I had a baby, my body freaked out after I had him (that’s a whole other blog post in the future).
I built my first website like many do- minimal funds and a DIY spirit. Back then WordPress was not that user-friendly, I couldn’t move or change anything without hiring someone. I remember when my husband (who also had no clue what he was doing) helped me go into the code to change one of the colors on the website. I felt so tech savvy for a hot minute! (Thank goodness things have gotten so much user-friendly! Thank you Showit!)
I am grateful that I get to say that my business is going on 8 years strong, do you know how lucky I feel that I get to do what I love for my job! I get to be creative, cook for amazing clients, work for myself and live in beautiful Lake Tahoe with my husband and child by my side. It’s a dream and I feel truly blessed!
A few years ago I started thinking — I wanted the future of my business to be more and to do more! To grow into more business ventures, not just a personal chef business. Where do I see myself in 10 years, heck where do I see myself in 20 years?! Where will I take this business of mine and what future do I want to pave for myself? Basically, I was growing up and it was time for my business to grow with me.
I started brainstorming of brand styles, new business names and giving my business its own persona – which is such a creative process for me to be honest. I LOVE, LOVE building a brand. Okay, I literally have a note on my phone just of good business names, it’s creative porn for me.
A great name for a food-related business, that has room to grow and could turn into more business ventures. I could vision the logo, it’s clean, simple, people wouldn’t be able to spell it wrong (well I hope not) and the two F’s, a branding dream. So I sat on it, wanting to make sure that I didn’t think of some reason why it could be horrible or if I have another stroke of creative genius with another name. Would I get sick of it? Is Fed & Full even available? So my research phase began.
When naming your business you need to think of all the reasons why the name that you have in mind could go wrong. It’s hard! Start by googling, checking domain names and ask for peoples feedback! People love to give their opinions and be prepared for people not to like it. Trust me I got a lot of input about Fed & Full. Mostly positive but you always remember the negatives. Those tend to stick with yea! My advice take everything with a grain of salt and go with what feels right to you.
After I decided Fed & Full was going to be the name I bought all the domain names. I went on Instagram and signed up for @fedandfull and I freaking typed in my email wrong when signing up! You know what happens when you do that, the name is pretty much gone, you can’t log in and you can’t even get help from Instagram, that gave me a few gray hairs, trust me. I got @fed_and_full, not my first choice but it works, still great!
The summer of 2018 I filed a DBA under my corporation, I started stalking the people I dreamed of hiring. I knew I could not do this on my own, I needed to have an amazing team to help me take this idea and put it all together into one pretty little package.
I stocked a lot of amazing ladies on Instagram before reaching out. Angela with Saffron Avenue, Ashlyn Carter with Ashlyn Writes, Paige Hulse Law and Courtney Aaron. After contacting and meeting with these ladies over video conferences, got to love the internet, I knew that they were the perfect fit.
The future is bright for Fed & Full, please follow along as this journey as it unfolds. Let us know what you think in the comments below. Want more, check out our Fed & Full brand design. Where I share all the beautiful design details. Cheers!