Small Business Pivots Strategic Rebranding for Small Business: Go Beyond the Logo and Grow | Jim Heininger
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Jun 4, 2025 
Jim Heininger, Principal at Rebranding Experts, specializes in brand transformation for organizations. In this conversation, he clarifies that branding is about customer experience, not just logos. He discusses three types of brand change and his proven four-step rebranding process. Jim emphasizes that internal alignment can be tougher than external updates and explains why small businesses have unique advantages. He also warns against naming your business after yourself, sharing insights on how to leverage customer research for effective branding.
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Brand Is Customer Experience
- A brand is the total set of customer experiences with your organization, not just the logo or name.
- Branding is about differentiation and how customers perceive and remember your business.
Types of Brand Change
- Rebranding is more than a new logo; it can be a refresh, reposition, or a complete new brand.
- Strategic rebranding addresses growth, market changes, and customer perception shifts.
Four-Step Rebranding Process
- Follow a four-step rebranding process: assess current brand, define new brand, internal alignment, then market launch.
- Invest time upfront to improve results; a typical process takes about 18 months.