The Midlife Identity Rebrand

Organisations know how to reposition a brand when it stops reflecting reality. They look at what it stands for, cut what no longer fits, and rebuild around what’s true now.

People rarely do the same for themselves.

After twenty or thirty years in a career, capable professionals often end up in a strange position: the skills are sharp and the track record is solid, but the sense of fit is gone.

The role that once felt right doesn’t anymore, because they kept growing and never stopped to check whether their identity had kept up.

This keynote applies brand strategy logic to that very human problem.

I draw on brand strategy, behavioural science and my own coaching experience to introduce the CORE framework: a structured way for experienced professionals to reassess who they are now, reposition how they contribute, and stay relevant in the second half of a career.