Edelweiss Marketing rebrands to Outspoke—here’s the story.
For those of you who have been paying attention… I’ve been hinting at some big changes for FAR too long. Whoops. Well, you’ll be glad to know that it’s FINALLY time that I can share:
We’ve rebranded, and Edelweiss Marketing is now Outspoke.
But why rebrand? Fantastic question. Here’s the gist.
Back in 2022, I was a marketing manager in a comfy corporate gig. I had this incessant, gnawing feeling like I wanted to be more… more creative, more adventurous, more ambitious. One day my mom looked me in the eye and said: “I don’t think you’re ever going to be happy working for someone else. You should work for yourself.” And damnit, she was right.
So, I haphazardly ventured out, not knowing what would become of me. I leaned on some wonderful people in my network to land three contract gigs before I had even set sail from my corporate job. I was running on fear and a whole lot of imposter syndrome, but it felt like a good kind of scary.
And then came the fun part: building my brand.
Truth be told, I wasn’t sure exactly what I was offering as a newfound “freelance copywriter.” I was a career generalist that knew all things marketing a mile wide and an inch deep. But I did have a yearning passion for one particular aspect of it all: writing. So write I did.
And then, there was the name.
When I started the business, I didn’t know what to call it. I chose the word Edelweiss because it represents strength and endurance, and I liked the connotation. It also felt sentimental—reminding me of the many times I watched The Sound of Music and sang along to the song with my grandparents.
But do you think I followed any brand best practices when I chose that name? No.
And do you think that name made any sense to my target audience? Absolutely not.
In fact, I’d say a good 50% of people didn’t even know how to pronounce it, lol.
This brand served me well for the first year or so in business. But quickly, I learned that my clients needed more than just a “freelance copywriter”—and I could offer more. You see, I’ve never been one to stay in my lane when it comes to matters of the mind. I like to think big. And I’ve never been okay with being one cog in a big machine. I want to build the damn machine.
Quickly, the nature of my work changed. I was helping businesses brand from the ground up, hosting strategy workshops, developing elaborate marketing plans, and having fun doing it. It wasn’t long before I realized I had outgrown the brand I had built for myself as a “freelance copywriter.”
I knew within the first year of business that I wanted to rebrand one day. And when I rebranded, I wanted to do it right. Like, write a full brand strategy, hire an agency to build the visual identity (major shout-out to the gals at Otherwise Brands), etc.
And when the discomfort of introducing myself as Edelweiss Marketing became too great to bear, I decided 2025 would be the year.
And here we are.
To me, Outspoke feels like coming home.
It’s a representation of who I am personally—outspoken, no bullshit, will tell you how it is. But it’s also a feeling I want my clients to have. Like… yeah, we know who we are, the value we carry, and how to show up in the world.
It’s a space where I can grow into the business owner I want to be in the future… perhaps with a team one day, but for now surrounded by a wonderful bench of creative partners that help me do what I do.
It’s also a passion project. I just wanted to create something that feels really fricken cool. And I think we’ve achieved that.
Anywho, all this to say…
Same Rosalind leading the charge, same quality + care, but with a new look and more ways to serve you.
We’re growing in a very slow and sustainable way that feels right. And I don’t know if that will ever be very big. But at least I can say that I’m proud of how we are showing up in the world today.
If you’re still here, thank you for reading. For your own brand + marketing transformations, you know where to find us.
And on that note — have fun exploring our new site!
With love,
Rosalind