How My Online Tarot Identity is Changing

Hello my Deers,

If you have been following my content for a while now, you have probably noticed some serious changes happening around me and my online persona.

For the past 5 years, my online identity has been built around tarot and spirituality. I have been posting a lot of content, most of which is free educational tarot resources and infographics. I have managed to reach 5M+ overall impressions on Pinterest, and my blog has had visitors from across the globe for my tarot content.

However, over the past year, I realised that my online identity and who I authentically wanted to be weren't matching. The issue with building a niche is that you can become very restricted in what you can and can't post. It put a limit on my content, and although I love being a tarot reader and posting the educational stuff, I wanted to do more.

I remember putting out newsletters last year saying that I was going to expand my niche; however, it wasn't working because the way in which I had built my personal brand online was too specific. In the end, I started to lose my passion for the subject and struggled to find my spark for a long time.

Additionally, the spiritual space is a very oversaturated and difficult market to be selling tarot readings and digital products in. It's also very opinionated in the sense that many who are on their own individualistic path feel the need to put others down for not using their methods or following their beliefs. So I have decided to step away from being part of the spiritual online community and am focused on building my own one instead.

Last year, I stopped paying for my website and closed down some of my social pages. All my Pinterest links broke, so I ended up screwing up my algorithm and losing a lot of reach. At the time, I was just done with it because I was struggling to make my efforts a success and felt like I was posting so much free content without generating any profit. It was really difficult for me mentally and spiritually.

Early this year, I decided to take another leap of faith, call me The Fool again, but this time I wanted to trust myself and my intuition. Rather than playing it safe, I want to go all in as my authentic self. I ended up renaming and rebranding my entire digital identity and website. I set up a new Instagram (you can follow @heyamberbenjamin) and spent weeks fixing links on my Pinterest to get my blog back up again.

You may have noticed the following changes:

• My website is now called Amber Benjamin, shifting from the original Amber's Utopia.

• My personal brand colours have changed to black, white and soft pink.

• I now have only one tarot reading service, one tarot email list & a course interest list.

• The word 'Deer' is appearing!

I realised that I wanted to streamline everything because my brain couldn't handle having too much on my list. So I now have one dedicated tarot page, one tarot reading service and one tarot-related mailing list. This has actually worked out for the better, as it has truly helped me digest what I am offering and minimised the chaos I was going through internally.

I have also decided to set up a tarot course interest list, and I'm going to let that grow in the background, because if any of you are interested and I get enough on the list, I will consider creating an in-depth online tarot course. This would include everything I know about tarot, techniques, tricks, hacks and more. I'd love to actually be able to launch this, however I want to build up interest first before doing so.

I renamed my website. Although it did a number on my SEO and the algorithm, I felt like I associated Amber's Utopia with my spiritual identity and side. If I called it my own name, at least evolve with my niche and interests.

Another thing you may have seen is the word Deer, it's a play on 'Dear'. My nickname is actually Bambi, so I thought it would be fun to call my website visitors and subscribers Deers, or even Doe's, Fawns, etc.

I still love tarot, and I am not moving away from it. However, I have decided to shift my focus to learning and writing about the things I want. Tarot side is still here to stay, and I will still post about it, but it is not my only focus now.

I will write and talk about anything I want; however, I want to expand from tarot, and also post about music, songwriting, writing books, cultures and things I find unique and interesting.

I wanted to shift to posting more content on my socials, such as my Instagram, Pinterest and YouTube. I wanted to post more videos, because I don't often show my face!

If you'd like to show me some support, please be sure to follow my Instagram: @heyamberbenjamin

All I ask is that you evolve with me.

Lots of love,

Amber.

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