From Year One to Year Six: What We’ve Learned About Timing, Planning, and Staying Current

Six years ago, we launched Link & Layer with a big dream, an okay logo (if we're being honest), and a willingness to figure it out as we went. We’ve grown a lot since then—and so have the businesses we work with.

One thing we’ve learned over these six years? Staying current is less about chasing trends and more about checking in with yourself regularly. Your business evolves—your branding, website, systems, and even your energy all need space to evolve with it.

Whether you're just starting out or you’ve been at this for a while, here are five big lessons we’ve learned about reassessing your business and keeping things fresh:

1. You Don't Need a Rebrand Every Year—But You Do Need a Check-In

Your business doesn’t stay frozen in time. Even if your visual brand still feels “fine,” your offers, messaging, or audience might have shifted. It’s a good idea to reassess your branding and website once a year to ask:

• Does this still reflect who I am?

• Are my services up to date?

• Can people clearly understand what I offer?

  
  

Sometimes a small tweak can make a big difference. Other times, it’s a sign that a deeper refresh is needed.

2. You Learn Your Rhythm—So Use It

It takes a few years to really see your business patterns. Maybe winter is your busy season. Maybe July is quiet (it is for us!). Once you know when your natural slow periods are, you can plan to work on your business instead of reacting in the middle of chaos.

Here’s how we use that knowledge:

• We schedule internal projects during slower months.

• We pause and reassess our own systems every summer.

• We plan website updates in summer—before our "back-to-school schedule" rush.

Give yourself permission to work with your natural flow instead of always pushing through it.

3. Progress Happens in Layers by Planning Ahead

You don’t have to do everything at once. Over the years, we’ve learned that layering in updates is often more sustainable than blowing everything up. For example:

• Update your homepage messaging now, and plan a full redesign next year.

• Tweak your pricing sheet now, then revisit your services later.

• Add a brand photo session in spring, and a new social template pack in fall.

You can evolve slowly and stay current—it’s not all or nothing.

4. Some Signs It’s Time for a Refresh

After six years and many client conversations, we’ve spotted some common clues that it's time to update:

• Your website doesn’t reflect your current offers.

• You feel embarrassed to send people your link.

• Your branding feels misaligned with how you talk or show up now.

• Your site is hard to use on mobile.

• Your photos and copy feel outdated.

If you’re nodding along, it might be time to hit pause and reassess.

5. Growth Doesn’t Always Look Like Hustle

One of the biggest mindset shifts we’ve had: growth can look quiet. It can be behind the scenes. It can be decluttering a service that’s no longer working, simplifying your offerings, or quietly investing in a better system.

Checking in with your business—especially during those quieter seasons—is one of the smartest and most sustainable ways to grow.

Want Support? That’s What We’re Here For.

If you’re in a season of reassessment, we can help. Whether it’s a full rebrand or just a nudge in the right direction, we offer everything from strategy sessions to full-scale design solutions.

Start by asking yourself:

• What’s working?

• What’s outdated?

• What’s missing?

Then let’s chat. Your Year Six (or Year One or Year Twelve) deserves to reflect you—clearly, confidently, and intentionally.