If you’re thinking about rebranding your business, you’ve got a couple of things to consider. One of those considerations is when is the right time to rebrand your business. You see. There’s a common belief that rebranding is expensive and/or time consuming. Annnd it may very well be those things, depending on your business. The most important thing to remember is whether or not it’s necessary and whether or not your rebrand will alienate your audience …

Case In Point

Weight Watchers just announced that it is rebranding as “WW.” I’m not sure what WW means exactly, but it’s a move away from focusing on “weight” and towards embracing health and wellness. The rebrand is an attempt to address the company’s backlash for using the word “weight.”

In this instance, the new WW is attempting to appease its audience’s complaints, while adapting to the new societal focus on health. Furthermore, the company said that the rebrand will help them begin personalizing their online experience, so they’re speaking to people and building long-term relationships with their clients …

Ha-ha!

They’ve come to the realization that successful brands create a relationship with their audience!

Branding Matters

Branding is all about creating a deep and meaningful relationship with your audience. Think about Apple. The software giant draws long lines of clients out its door because of the relationship its created with its customers. Apple fans are hooked into the experience they will get and the symbolism behind wearing the company’s latest tech. They are raving fans and repeat buyers because, for them, they have a meaningful attachment with Apple. This is what all businesses, larger and small, should strive for.

Whether you are branding for the first time or about to rebrand, it all comes down to maintaining the connection with the people who your business serves. If you’re wondering how to make that level of connection when rebranding, watch the video above and book a free discovery call with me.