Jim Heininger

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.