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RebrandingI’ve been wanting to write a post on rebranding and just hadn’t been inspired to get the ball going on the post. It took the latest issue of Vanity Fair that features the now Caitlyn Jenner, formerly known as Bruce, to get me thinking. If you have no idea what I’m talking about, feel free to play catch up, here. I see Jenner and the rest of the Kardashian clan as a brand. They’ve had a reality show for 10 seasons, and a lot has resulted from it. So much so, that the internet practically broke when Vanity Fair debuted the Jenner transition. I’ve seen a lot of positive response. In fact, Jenner’s new Twitter account reached one million followers in four hours, which is the fastest in Twitter history. It got me thinking, how can a brand successfully rebrand itself with the backing that can compare to what we’ve seen with the Jenner support?

  • Understand – To generate positive response, you have to find out if your rebranding will affect who you typically target. If your audience will change then the way you deliver your content should change too. Jenner’s big news wasn’t confirmed until recently, but it had been something most followers suspected for a while. That allowed for a preview of their reaction. So, know your audience. That way you can predict how rebranding will affect them and their outlook towards you.
  • Authenticity – Be authentic with your audience by showing what values and beliefs matter to you. People relate to people, not brands. They only relate to the brands that can show humanity. If you’re able to tell your story about why you’re going in a different direction in an honest, transparent way, then you’re off to a good start because people can connect with that.
  • Don’t be afraid – Taking risks does one of two things. It either gets us what we want or teaches us something we would not have known otherwise. Actually, there’s a third, amazing thing that can happen. It can inspire others. And, people like to be inspired.

Rebranding is a difficult choice to make that shouldn’t happen overnight. But, if it’s the direction you choose then great things can happen if you do it right.

Have you ever rebranded your company or helped a client go through rebranding – what advice would you give?

Shelby Ray
Shelby Ray
A former HMA Public Relations employee.

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