When and How to Rebrand Successfully

Ever felt like your professional identity belongs to another era — kind of like wearing a tie-dyed outfit from the 90s that’s definitely past its prime?

Rebranding is about shedding that outdated look and showing who you truly are today.?

But how do you know when it’s time to rebrand?

Here are a few signs your brand needs a makeover:

• You’ve lost that loving feeling. Your current brand doesn’t reflect who you are. Maybe you’ve been coaching tech startups but now want to work with healthcare companies or some other industry you’re passionate about.
• Your Audience is Tuning Out. You consistently post content but no one engages. If your messaging no longer appeals to your target audience, it might be a sign you need to pivot.
• Your Expertise Has Outgrown Your Brand. You’ve gained new skills or credentials that open new opportunities but your old brand is constraining you.

What Not to Do: The Awkward 180°

Don’t trash your current brand and reappear as someone completely new overnight. Imagine being known as the “Tech Startup Coach” on Friday and then being a “Career Coach” on Monday. Your audience will be left wondering what the heck is going on.?

Instead of doing an abrupt about-face, here’s the secret: Don’t Neglect Who You Were. Evolve from It.

Example: Say you’ve built a reputation as a project manager in the construction industry, but you’re now passionate about sustainability consulting. Instead of discarding your construction background, weave it into your new story. Explain how your experience managing complex building projects gives you insights on sustainable practices to practically apply in the industry.

Here’s How to Rebrand with Flair:

• Define Your New Focus: Get laser-focused on who you want to serve and why. Instead of being “Coach for Tech Startups,” you could become “Leadership Coach for Healthcare Innovators.”
• Bridge Your Past and Future: Start by explaining why your previous experience matters in your new field. For example, “After 10 years in tech, I’m now helping healthcare leaders use innovative technology to tackle industry challenges.”
• Gradually Shift Your Messaging: Begin sharing content and insights that align with your new direction. Update your LinkedIn headline and summary to reflect your new focus, but don’t erase your history. Your tech experience, for instance, can be a huge differentiator in coaching healthcare innovators on digital transformation.
• Use Your Network: Announce your rebrand with a story that connects the dots. Share why you’re passionate about this new direction and how your background makes you the perfect fit. Let people know that your past is a powerful foundation for your future.

Remember: Rebranding isn’t about forgetting who you were...but building on it. Your past experience is the base that supports your new focus. So, when you’re evolving, bring your history along — it enriches your story, making it more authentic,

Have you ever gone through a rebrand? What was your biggest “Aha!” moment? Share in the comments.

Want to grow your small business? I help coaches, consultants, and other small business owners like YOU build a strong brand, position yourself effectively in the market, and craft messaging that resonates and generate leads. Schedule a complimentary Power Positioning Call with me to receive personalized guidance on creating actionable strategies for growth and attracting your ideal clients.

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