To ReBrand or ReFine: How to Know When Your Business Needs a Brand Refresh

May 09, 2025

👑 You say it’s time for a rebrand—but is it really, Queen? Or are you just dodging the next big leap in your business by tweaking your Canva templates?

In this bold, truth-telling episode of the Communication Queens podcast, Kimberly Spencer breaks down the difference between a transformational rebrand and a cleverly disguised form of entrepreneurial sabotage. With her signature mix of high-performance coaching, storytelling magic, and cheeky real-talk, Kimberly guides you through powerful questions to ask yourself before investing another minute (or dollar) in a rebrand.

You’ll discover the energetic difference between evolution and avoidance, why so many visionary leaders unconsciously use rebranding as a procrastination tool, and how to tell if your “new vibe” is actually aligned with your future clients—or alienating your current ones.

Whether you’re pivoting, refining, or reimagining your brand identity, this episode will help you own your story, honor your audience, and stop chasing shiny marketing squirrels.

Because your voice is your power. So why keep it locked in the castle?

🎧 Hit play, Queen. Your next level starts here.

📚Grab the “Top Books of 2024 to Change Your Life,” the bestseller, multi-gold-medal award-winner, “Make Every Podcast Want You” by Kimberly Spencer. Available now on Amazon: https://amzn.to/42kllur

😎Discover how to get booked on the TOP 5% of podcasts to leverage podcast interviews for lead generation for your business owners, founders, podcasters, and authors. Book your $100K Profit from Guest Podcasting Planning Call here: https://www.communicationqueens.com/get-booked-on-the-top-podcasts

Enjoy, sovereigns!

Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, Amazon Music, or your other favorite podcast listening platform. You can also watch the episode on Youtube.

What You’ll Learn in this Episode:

1. Rebranding Can Be a Creative Distraction

Many entrepreneurs are drawn to rebrands because they feel exciting and new.
However, they often serve as a distraction from deeper, more difficult decisions like raising prices, launching a new offer, or refining messaging.
Rebrands can sometimes be a form of self-sabotage, especially when you're already gaining momentum.

2. Structure Isn’t a Box—It’s a Framework

Branding isn’t about boxing you in; it’s about giving structure to your identity and story.
This structure creates cohesion in how you present yourself visually and narratively.
You can still evolve and expand your brand over time, without needing to start from scratch.

3. Ask the Right Questions Before You Rebrand

Kimberly suggests three powerful reflection points:

Are you rebranding to attract new clients or simply to express yourself creatively?
Will the new brand alienate your current, paying audience?
Do you have clarity on the audience you're pivoting toward?

4. A Messaging Refresh Might Be All You Need

Sometimes the brand doesn’t need a total overhaul—just a refinement in storytelling or positioning.
Your offer might not be a full pivot, but rather an extension of what you already do.

5. Beware of “Shiny Object Syndrome”

Entrepreneurs often jump to something new the moment something starts working.
This “goalpost moving” leads to abandoning systems and audiences that are already working well.
The episode encourages staying focused and building on existing success before making drastic changes.

6. Your Story Is the Core of Your Brand

Ultimately, your transformation and message are what make your brand powerful.
A rebrand should enhance—not mask—your story.
Share authentically and boldly, because your story has the power to impact and even save lives.

Quotes:

“Your voice is your power—so why are you keeping it locked in the castle?” ~ Kimberly Spencer

“You’re not being boxed in, Queen—you’re being structured to expand.” ~ Kimberly Spencer

“You don’t need a new color palette. You need to own your story.” ~ Kimberly Spencer

Moments of Note:

00:00 – Intro: Is It Time to Rebrand Your Business or Just Refine It?

Kimberly Spencer opens the episode with the key question: does your business truly need a rebrand, or are you being distracted from what matters? She sets the stage for a deep dive into business growth and brand evolution.

01:25 – Quick Visibility Tip: Why Pod Match is a Must for Guesting

A plug for Pod Match as a visibility and marketing tool. Kimberly highlights why it’s a featured recommendation in her best-selling book and how it helps clients land podcast interviews.

03:00 – Rebranding Reality: You’re More Than a Box

Kimberly recounts a client story about the fear of being boxed in by branding. She reframes branding as necessary structure rather than confinement, emphasizing that personal evolution can still fit within a brand framework.

05:20 – The Real Reason Rebrands Feel Exciting (But Can Be a Trap)

Rebrands often feel like a breakthrough moment, but Kimberly warns they can also serve as a form of avoidance. Instead of tackling tough business moves (like raising prices or refining offers), entrepreneurs may gravitate toward the “fun” of visuals and templates.

07:45 – Critical Questions Before You Rebrand

This segment offers key reflective prompts:

Are you rebranding to express creativity or attract clients?

Will your current audience still resonate with your new direction?

Could the rebrand alienate existing momentum?

This is where Kimberly unpacks how rebranding can unintentionally sabotage progress.

10:30 – Bridging the Gap: Messaging That Connects Old and New

A discussion on refining your messaging rather than overhauling your entire brand. Kimberly suggests that often, a tweak—not a total transformation—is what’s needed to move forward with clarity and continuity.

12:20 – Entrepreneurial Shiny Object Syndrome & Goalpost Moving

Kimberly calls out a common entrepreneurial pitfall—jumping ship too early. She likens rebranding prematurely to switching vehicles mid-journey. The key takeaway: double down on what’s working instead of starting from scratch.

14:40 – Rebrand or Extension? Make the Right Strategic Move

She encourages a practical review: is your new offer a pivot or simply a natural extension of what you already do? This determines whether a full rebrand is necessary—or just a messaging refresh.

16:00 – Closing Pep Talk: Your Story Saves Lives

Kimberly closes with an empowering reminder: your story and your brand have the power to make an impact. Whether you’re refining or rebranding, share boldly and let your transformation speak.

17:30 – Outro: Get Visible and Make Every Podcast Want You

Final shout-outs for Kimberly’s book “Make Every Podcast Want You”, encouragement to subscribe, and calls to follow Communication Queens Agency on social media.

Transcript:

For a full episode transcript, it can be found here. https://www.communicationqueens.com/blog

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Episode Transcript

🎙️ Does Your Business Need a Rebrand—Or Is It a Distraction?
INTRO: Claim Your Mic & Expand Your Empire
Does your business need a rebrand? Or is that rebrand actually distracting you from what you really need to be focusing on? In this episode, we are going to define whether your business needs a rebrand or not. Or maybe it's just a marketing refresh or a product refresh. Stay tuned, Queens.
Your voice is your power, so why are you keeping it locked in the castle? The easiest way to expand your empire and be heard by thousands without running ads for your business? Podcast guesting. And Pod Match makes it ridiculously easy.
That's why it's one of the few platforms I personally recommend in my award-winning bestseller, Make Every Podcast Want You, because Pod Match actually gets you booked on quality podcasts. So stop waiting for the invite. Grab your mic, claim your stage, and get visible so you can expand your empire. Sign up today at PodMatch.com in the link in the description and start spreading your message to the masses.

👑 Welcome to the Communication Queens Podcast
Welcome to the Communication Queens podcast for the visionary leaders, speakers, service providers, and podcasters who are looking to stand out sharing their story.
I'm your host, Kimberly Spencer—former screenwriter turned master communications coach. On this podcast, I'll be coaching you on how to share your own transformation story so that you increase your visibility, influence, and income on podcast interviews.
Let's get your voice heard.

🎯 When Clients Want to Rebrand
Hey there, I'm Kimberly Spencer, the CEO of Communication Queens Agency, where we help you leverage podcast guesting for lead generation.
And in our journey with supporting clients on getting on more podcasts, we have had a few clients that have wanted to go through a rebrand or helping them build their brand from the ground up.
One of the things is, I was having a conversation with one of our clients this past week. She didn’t want a box. Like the thing that she feared the most was getting put into a box. She was like, "Oh my God, don’t put me in a box."

🧱 Structure vs. Restriction in Branding
And I was like, "Well, unfortunately, kind of with branding, we do need some form of a structure." Not necessarily a box—because you are a person more than you are a brand—but you do need a little bit of structure so that there is a cohesive visual and storytelling element to how you’re showing up. Other than—it can always change, like it can always change.

❓ When Do You Really Need a Rebrand?
But when do you really need a rebrand?
As a high-performance business coach for the past nine years with my company, Crown Yourself, I have seen countless business owners distract themselves with a rebrand. Because rebrands can feel exciting. Because often they come from this soul-level shift that’s happening within you.
And sometimes they actually distract you from completing the shift—because the next level shift is actually... maybe it’s raising your prices. Maybe it’s making a new offer. Maybe it’s targeting a new market.
But you’re like, "I’m going to redo my Canva templates."

🎯 Strategic Branding vs. Shiny Object Syndrome
Doing a rebrand and targeting a new audience—you want to make sure you have clarity on who that audience is first, before you even do the rebrand.
Then ask yourself:
Are you rebranding to attract new clients?
Or to feel more expressed creatively?
And if you do a rebrand to attract new clients, will your rebrand actually turn off the existing clients and customers that you have?
This is a way that rebrands can actually end up being a form of self-sabotage. Because a lot of times when I see clients do a rebrand or want to do a rebrand, it is because they have something successful going and they are about to hit another level.

⚖️ Attract Without Repelling
We want to look at both who you want to newly attract and if this rebrand or repositioning will cause you to actually repel those that you are already calling in—and already have momentum with.
Because you want your current audience, the people who are currently buying from you, to understand how a new offer fits into your brand story.
If they do understand—for example, in this woman’s case, boudoir photography is absolutely for men and women—great! Then your audience will be like, “Cool, rock on.”

🔄 Refresh Your Messaging, Not Your Entire Brand
Versus... maybe you just need a refined messaging mark that bridges where you are to where you’re going.
So working through these steps—are you clear if your business needs a rebrand?
Or is your rebrand just a form of self-sabotage to distract you from what’s working?
And doubling down on what’s working?

🐿️ The Entrepreneurial Squirrel Syndrome
Because we have to be aware of entrepreneurial squirrel syndrome and entrepreneurial shiny object syndrome—where suddenly we have something that’s working… YAY! It’s working.
And then we pivot.
And go on to something else.
To go drive a new car out to the destination that we’re wanting to get to.
Moving the goalpost. Thus basically starting afresh.

💡 Before You Rebrand, Ask This
Look at your marketing. Look at your offer.
And really ask yourself these questions:
Is this new offer really a full-on pivot for your brand, like needing a full rebrand?
Or is it actually just an extension of what your current brand is—and you’re bringing that into your messaging?

🗣️ Your Story Is the Strategy
I hope you love this episode. As always—your story has the power to save at least one life. So go out there and boldly show off your brand in whatever form you have it, and let your story and your brand story be heard.

📣 Final Words + Invitation to Rise
If this episode sparks something in you, imagine what could happen if podcasts everywhere were asking for you.
That’s exactly what Make Every Podcast Want You helps you to do. And it’s not just hype. It is not only a bestseller and two-time Gold Medal Award winner—Stacklist listed it in New York Times Square as one of the top books to change your life of 2024 for a reason.
So if you’re ready to become the guest every host dreams of, grab your copy of Make Every Podcast Want You in the link below and make your voice unforgettable.

👑 Stay Connected
Thank you so much for listening! If you love this episode, subscribe! Leave us a review and share it with your friends.
For more tips on guest podcasting, storytelling, and communication strategies, follow us on social media at Communication Queens Agency and visit us at communicationqueens.com.
I look forward to seeing you in the next episode.
And in the meantime, remember: your story has the power to save one life.
Let your story—and your voice—be heard.