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What is a brand—and why do so many business owners get it wrong?
In this powerful episode of Small Business Pivots, host Michael D. Morrison sits down with Jim Heininger, Principal at Rebranding Experts, to unpack the true meaning of branding and why updating a logo is not the same as rebranding. From iconic transformations like Victoria’s Secret, Abercrombie & Fitch, and Meta (formerly Facebook), Jim breaks down how strategic rebranding fuels long-term business growth.
You’ll discover:
- Why branding is about customer experience, not just visuals
- The 3 types of brand change: refresh, reposition, and complete rebrand
- Jim’s proven 4-step rebranding process used by successful companies
- Why internal alignment is often harder than external updates
- How small businesses have unique advantages in the rebranding process
- Why naming your business after yourself might hurt your exit strategy
- How to use customer research to guide branding decisions—not opinions
Whether you're a small business owner preparing for growth or an entrepreneur building from scratch, this episode is packed with branding insights that could reshape your business.
🎧 Whether your business is stuck or just ready for more growth, this conversation will challenge and inspire you to think differently about your brand.
Jim Heininger: Rebranding Experts, Founder & Principal
Website: https://www.rebrandingexperts.com/
LinkedIn: https://www.linkedin.com/in/jimheininger/
Rebranding Guidance: https://www.rebrandingexperts.com/rebranding-expertise
Blog: https://www.rebrandingexperts.com/blog
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