Great Careers Groups Career Operation Rebrand: My Story Unveiled

Operation Rebrand: My Story Unveiled

Operation Rebrand: My Story Unveiled

Operation Rebrand: My Story Unveiled

Teasers? Foreplay? I’ve got to have a little fun with “operation rebrand” on LinkedIn!

Anticipation is in the air, reminiscent of the 1979 Heinz Ketchup commercial with Carly Simon’s iconic tune. As I prepare for a significant change after 30 years in business, it’s time to announce Operation Rebrand.

In 1993, I founded Around the Clock Executive Helper in California, re-registering it in Chester County, Pennsylvania, in 1994. 

Over the past thirty years, the virtual assistance business has evolved. It now focuses on resumes, LinkedIn (personal profiles, company pages, individual and corporate training), and keywords. 

As a writer and speaker on career topics related to personal branding in the abovementioned areas, I support individuals at all career levels, whether unemployed, self-employed, or employed.

After three decades, it’s time for a fresh start. Welcome to Career News Today LLC

Thanks to graphic designer Dan Milbourne, I have a new logo. New business cards are on their way from NuPrint Solutions. Dan, who is based in Pennsylvania but originally from Australia, has been instrumental in this transformation.

I also want to thank Roy Kowarski, a good friend who provided excellent promotional items to enhance our brand awareness. Roy, originally from South Africa and now in Australia, helps people worldwide. He has his finger on the pulse of brand strategy.

LinkedIn has connected me with talented individuals globally, leading to valuable friendships and business relationships. You do business with people you know, like, and trust. When my promotional items arrive, I’ll share more about Roy’s contributions!

I’m thrilled to welcome back Kat Shaw, virtual assistant extraordinaire, who relocated to Missouri and took a part-time job. We worked together for three years, and her return will be pivotal in launching my rebrand. I gave her no notice, so stay tuned! We are still brainstorming, but we vibe well together. She’s also taking on new clients!

Branding on LinkedIn involves careful consideration of your photo, banner, and logo colors. For my new logo, I chose black and white, reflecting the straightforward nature of news. 

This allows me to incorporate color creatively across social media. You can learn more about color in Tips on How to Build Your LinkedIn Color Brand.

Many people haven’t customized their LinkedIn banners, and are missing an opportunity to enhance their brands. Here are step-by-step instructions for creating your LinkedIn banner. 

Business owners should also set up a free LinkedIn company page; here are the step-by-step instructions.

Rebranding a business may involve creating new graphics, a new company name, and fresh content. A Canva account or a skilled virtual assistant who knows Canva can be incredibly helpful. For inspiration, ChatGPT offers excellent starting points for crafting your messaging but ensures there is human oversight.

I’ll revisit my unique selling proposition (USP) for my headline soon, but client work takes priority. 

Stay tuned for more updates, as David Bowie famously sang, “Ch-ch-ch-ch-changes!”

Rome wasn’t built in a day, and neither is a rebrand. Enjoy the journey and maybe some catchy tunes along the way!




Lynne M. Williams is the Executive Director of the Great Careers Groups, a volunteer-run 501(c)3 nonprofit organization that provides career development and networking connections for 1) job seekers in career transition, including veterans, and 2) employed and self-employed for career management.

Aside from writing keyword-focused content for ATS resumes and LinkedIn profiles, Lynne is writing her doctoral dissertation on LinkedIn for Job Seekers. She is a contributing author on “Applying to Positions” in Find Your Fit: A Practical Guide to Landing the Job You Love, along with the late Dick Bolles, the author of What Color is Your Parachute?, and is also a speaker on career topics.