“I spent six months and thousands of dollars on a rebrand, only to lose half of my audience overnight.”
This was the problem that my CEO client of a three-year-old Digital Marketing business shared with me regarding his failed rebranding plan.
He wanted to revamp his business, sharpen his message, and strengthen his audience connection, but unfortunately lost half of them overnight.
Here’s the Thing:
Rebranding is quite an exciting but risky endeavor; it’s a process that’s supposed to elevate your business. But what happens when the opposite occurs? Many entrepreneurs and professionals make the mistake of rushing into a rebrand without a meticulously planned strategy. They often find themselves losing the trust of their audience, engagement, and turnover.
All right, take for example the following perspective: From Elon Musk’s erratic Twitter-to-X transition to Kim Kardashian’s confusing KKW Beauty overhaul, our history is filled with cautionary tales. And, what is figuring life if not learning from our mistakes?
So, let’s dive into some of the biggest personal branding failures—and the lessons you can take away from them to ensure your own rebrand is a fruitful success.
- Elon Musk: The Twitter-to-X Identity Crisis
We all know when Elon took over Twitter in October of 2022, the world watched chaos ensue as he rebranded the platform as “X”. The brand loyalty and recognition built over the years were tossed aside overnight, leaving users across the globe simply baffled. Even advertisers hesitated, uncertain about what “X” represented or how it fits into their marketing strategies.
The Takeaway: If you’re changing a well-known brand, proceed with caution. A rebrand should be a well-thought-out and methodical plan, not a sudden revamping that confuses your audience.
- Kim Kardashian: The KKW Beauty Havoc
When the popularly known Kim K launched KKW Beauty in June of 2017, she turned the brand into a huge household name. However, when she tried to revamp and relaunch KKW Beauty under a new brand in 2022, she left her customers in the dark silence for too long. The lack of a clear message brewed speculation among her audience. Was the brand closing? Was the brand simply evolving? These questions and many more caused mass uncertainty which further triggered massive disengagement between the brand and the audience.
The Takeaway: When you decide to rebrand your business, remember that clear and consistent communication is key. Your audience should never feel like they’re being left out or unsure about what’s happening. Maintain regular updates and complete transparency with your faithful followers.
- Prince: The Unpronounceable Symbol Experiment
It was in 1993 when lionized musician, Prince Rogers Nelson changed his name from the iconic “Prince” to an unpronounceable symbol on his 35th birthday. The ‘symbol’ looks like a mix of Egyptian glyphs, male and female gender symbols, and musical notes.
While the famous artiste only attempted this strategic move to gain control over his music rights and showcase himself as a ‘love symbol’, this only created great confusion. Media outlets were left with no choice but to refer to him as “The Artist Formerly Known as Prince” or “TAFKAP”. This revised name/symbol left fans worldwide finding it difficult to adapt to the sudden change.
The Takeaway: A rebrand, no matter what should make it easier—not harder—for people to form a connection with you. If your audience fails to recognize or struggles to mention you, it’s a brightly lit telling red sign.
- Gap: The Logo That Nobody Asked For
GAP, an American clothing and accessories retailer, changed its logo to “Gap” in 2010. The brand moved hastily, dropping its classic insignia for a bland, uninspiring surrogate. Unfortunately, this company decision would soon become a majorly known rebranding failure.
The backlash was an instant uproar. Within days of the logo change (the logo was changed on October 6th and lasted just 6 six days till October 12th), the company canceled the new design and returned to its original. This recipe for disaster stands as a fine example today to show that there are indeed negative consequences behind unnecessary changes in the rebranding realm.
The Takeaway: If a name or product isn’t broken, don’t fix it. You can upgrade or enhance it but don’t make a hasty, ill-timed fix. Understand what your audience values before making drastic and important decisions and changes.
- Farrah Abraham: The Unfocused Career Pivot
Farrah Abraham, an American reality TV icon, actress, singer, and writer, has undergone many attempts to rebrand herself. From diving into an acting career to jumping into music and then onwards toward business, she headed on without a definite plan or direction. Instead of building a solid reputation with her fans and supporters, Farrah’s unsteady career transitions have rendered it hard for her audience to take her seriously.
The Takeaway: Consistency is an essential part of the rebranding process. If your change feels random and compelled, people will most likely struggle to trust your new direction.
Final Thoughts
A successful rebranding plan isn’t about trying to wipe your slate clean—it’s about initiating and becoming part of a process that lets you evolve while staying true to your values. So, before you make a major decision such as a significant shift in your career, ask yourself these questions:
- Why am I rebranding?
- How will this rebranding impact my existing audience?
- Am I consistently communicating my vision effectively?
- Am I being transparent with my audience?
- Does this change make sense for my long-term goals?
Remember, rebranding can breathe new life and promising opportunities into your personal brand, but this will work only if it’s done with purpose, commitment, vision, and clarity.
There are still numerous stories out there like Elon’s and Gap’s. You can take these cautionary tales as examples to ensure that your transformation is a success rather than a mere setback.
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