Shachar talks rebranding on the Real Life Buyer podcast
by Shachar Meron
I was recently interviewed on the Real Life Buyer podcast, hosted by Dave Barr. We discussed some intricacies of rebranding: challenges and opportunities, strategies and narratives, for brands big and small. (Listen to the full podcast on Spotify or Apple Music.)
Here are five topics we covered, with some highlights for each:
1. Crafting a compelling (and honest!) brand narrative
How do you help client craft a compelling brand narrative? Start with truly understanding your target audience—not just basic demographics, but also psychographics, what makes them tick. Your job is to meet them where they are in their own life, not to change their priorities.
Good storytelling also involves taking an honest look at your own brand. That includes core elements like mission and values, but don’t skip over your tangible capabilities and offerings. Be honest about where you’re strong or unique, but also where you’re at parity or have weaknesses.
2. Navigating a complex rebrand—and doing it for the right reasons
We spoke about rebranding in complex industries and situations, and how to best navigate the risks and seize opportunities. This came back to why a rebrand is happening in the first place, and using that reason as a guide (or a warning).
Bad reasons include a new CMO or bored CEO who wants to shake things up, or being reactive to hot competitors. Good reasons may include readjusting the brand to reflect an substantial evolution of the company or shift in customer behavior.
3. Earning and maintaining brand trust, in B2B or B2C
Brands run on trust, both in a B2B and consumer space. But trust isn’t given freely—it must be earned, by first demonstrating your character (will you do the right thing?) and your capability (can you deliver on your promises?).
The conversation also turned to the topic of trust in brand collaborations. Dave noted that when brands decide to collaborate, “if one of those parties has a problem, it could taint the relationship.” Best way to mitigate those risks? Make sure both parties are demonstrably aligned on mission and values.
4. Branding considerations for small businesses and startups
Dave asked what advice I’d give to someone who starts a new business, and wants to build a strong brand foundation that supports their growth goals. For startups I often find brand strategy raw ingredients in their business plan, in areas where they describe their audience, offerings, and competitors.
After that, it comes down to focus. Anyone can list five strengths on a SWOT, but do you have the courage to pick one thing to lead with? That’s what typically drives your positioning, and what your identity and marketing is built around.
5. Teaching brand strategy for the next generation
Dave also asked about my experience teaching branding and advertising at the University of Illinois, and how I align it with rapid changes in the industry.
Most of what I teach are foundational and timeless (e.g. starting with research, appealing to emotion, focusing your message) that remain important even as the world and tools change.
But I also want make sure our students are prepared for the future working world. For example, with the rapid advancement of generative AI, I knew I had to evolve my copywriting course—like by showing how to use ChatGPT as an enhancer, not a shortcut. “If AI can do your homework, AI can do your job.”
Rebranding wrap up
Rebranding is a high stakes situation that can be challenging but hugely rewarding. We enjoy speaking about it with industry experts, and hope you get value out of podcasts like these. Give it a listen and reach out if you’d like to talk more!
