Jenica Oliver: A Rebrand Fueled by Collaboration, Strategy, and a Little Bit of Serendipity

JenicaOliver.com Home Page

After years of working as a fractional CMO and strategic marketing partner for emerging consumer product brands, I found myself at a crossroads. My business—what started as a side hustle in 2008—had grown into something much bigger, but so had the number of companies using the name “Blueprint Marketing Group.” The wake-up call? My trusted AI assistant cited a completely different company with my name as the source for what I do. That’s when I realized it was time to protect my brand, clarify and own my story, and stand out in a crowded market of fractional chief marketing officers.  My goal: not only to stand out in a crowded field, but also highlight my hands-on approach, and create a digital presence that resonates with executives and leaders seeking marketing leadership, mentorship, and guidance for their teams.

What followed was a journey that perfectly illustrates the power of collaboration, the importance of specialized expertise, and the value of surrounding yourself with the right partners. Today, I’m thrilled to unveil my new website and brand—Jenica Oliver—purpose-built to reflect my unique approach as a fractional CMO, and to shine a spotlight on the incredible women who made this transformation possible.

The Rebrand Journey: From Confusion to Clarity (Meet the Dream Team behind the rebrand)

Legal & Trademark: Lauren Bercuson, Storylock Legal

My first call was to Lauren Bercuson of Storylock Legal. I needed to know if I could protect my company name, but what I got was so much more. Lauren and I bonded instantly—over her legal expertise, my marketing leadership evolution, and the code language our teen and tween kids seem to speak fluently. We exchanged late-night texts about trademarks and the latest slang, and I knew from the start that she was “my people.” Lauren guided me through the maze of trademark law, helping me realize that defending “blueprint marketing group, llc” would be a costly uphill battle. Her advice was clear: a rebrand was the best path forward.

“Lauren’s legal insights were invaluable. She made a daunting process feel approachable, and she gave me the confidence to make a bold move for my business.”

SEO & Content: Jade Pruett, HelloSEO

Next up: SEO. I met Jade Pruett of HelloSEO through Entreprenista after I’d already narrowed my website RFP to two suppliers—but I still needed SEO support. Jade just got it. She didn’t make me feel behind or overwhelmed; instead, she walked me through analytics I’d never paid attention to, explained every step, and—here’s where the magic happened—suggested I talk to Emily Paulsen, because if I worked with Emily, Jade’s SEO support was included. The integrated approach made total sense, and Jade’s collaborative style sealed the deal.

“Jade’s expertise as an SEO content specialist was a game-changer. She translated analytics into actionable insights and made sure every word on my site was optimized for visibility and user intent.”

Branding & Strategy: Emily Paulsen, Electric Collab

Emily Paulsen of Electric Collab was the mastermind behind the rebrand. I reached out after Jade’s recommendation, and even though Emily was booked out for weeks, she found time to meet with me the next day. Within minutes, I knew she was the right partner. She’d looked at my LinkedIn profile and thought I worked for DFW CPG—the nonprofit I lead as a volunteer. That was my “aha” moment: my personal brand was strong, but my story needed clarity. I was so busy posting, giving, and volunteering my time for other organizations that it was no longer clear that I was STILL the founder of blueprint marketing group, llc serving as a fractional chief marketing officer for emerging and expanding brands!  Emily’s process was refreshingly simple—no lengthy forms, just a 90-minute interview and a collaborative, iterative approach. I said yes before the call ended, which I never do.

Throughout the process, Emily was responsive, insightful, and genuinely invested in capturing the uniqueness of my business model. She understood that being a fractional CMO is about more than a label—it’s about strategic partnership, leadership, and integration – which not all fractionals deliver.  That’s the secret sauce for me, and she knew it needed to come to life. I often sent her feedback from the sidelines of my kids’ baseball and basketball games, and it became a running joke – she pretty much knew that’s where I was when the email feedback was sent!  No matter the occasion, she was always extremely responsive, sometimes within minutes (not that I recommend it, but it’s true!).

“Emily took my vision and made it real. She helped me stand out in a sea of sameness and articulated what makes my approach as a fractional CMO truly different. Her work exceeded my expectations!”

Photography: Alana Woodson, Alana Marie

A brand isn’t complete without visuals that capture its spirit. I was referred to Alana Woodson of Alana Marie by a mutual friend, and from our first text exchange, I was impressed. Alana followed my mood board, paid attention to my brand colors, and played music in the studio to help me relax. I’m used to being the one giving direction, not the subject of the shoot, but Alana put me at ease, made me laugh, and delivered images that are—honestly—FIRE.

“Alana is a true professional. She brought out the best in me and delivered photos that perfectly reflect the fun, approachable, and strategic nature of my brand.”

Why This Matters: The Power of Collaboration

This rebrand is more than a new website. It’s a case study in what happens when you bring together experts in psychology-based branding, SEO optimized content, legal branding advice, and personal branding photography. Each partner brought their own expertise, creativity, and heart to the table, and the result is a brand that feels authentic, differentiated, and ready for the next chapter.

As a fractional CMO, I know firsthand about the power and the value of strategic partnerships. Whether you’re looking for marketing leadership, content marketing consulting, or a fresh perspective on your brand, the right team makes all the difference. This project is proof that collaboration isn’t just a buzzword—it’s the secret to building something extraordinary.

What’s Next: Join the Conversation

To celebrate the launch, we’re hosting a LinkedIn Live panel where you can meet the team, hear our lessons learned, and ask questions about rebranding, marketing strategy, legal considerations, and more. We’ll also be sharing resources and insights in the Entreprenista community—look out for downloadable checklists and open Q&A threads.

Ready to see the new brand in action? [Explore the new website now!]

If you have questions about the process, want to learn more about fractional CMO services, or are interested in connecting with any of the partners featured here, let’s start a conversation! In the meantime, grab your FREE Ultimate Rebrand Checklist below!

Special thanks to Emily Paulsen (Electric Collab), Jade Pruett (HelloSEO), Lauren Bercuson (Storylock Legal), and Alana Woodson (Alana Marie) for their expertise, creativity, and partnership throughout this journey. Cheers!