When You’re Tempted to Rebrand, It’s Time to Retell

We’ve all been there. You’ve been saying the same thing over and over again—your mission, your why, your message. After a while, it can start to feel like you’re just repeating yourself, and you might start thinking, “Is it time to rebrand? Should I change up my message?”

Before you overhaul everything, let me suggest something: When you’re tempted to  rebrand—it’s time to retell.

As leaders, we live and breathe our own message every day.

It’s so familiar to us that we can’t imagine people don’t know it by now. But here’s the truth: most people haven’t heard it. And even if they have, they probably haven’t heard it enough to really get it.

Repetition is Clarity

When you feel like you’re being repetitive, that’s actually a sign that you’ve almost begun to say it enough times for someone to get it. The average person needs to hear something multiple times before it really clicks. In fact, marketing experts say it takes at least 6-8 touches for someone to remember your brand or message, I think it’s more like 30!

So if you’re thinking, “I’ve already told this story so many times,” consider this: There are people in your audience hearing it for the first time today. And there are others who need to hear it again and again for it to resonate. Repetition builds recognition and trust.

Retelling is Refining

Every time you retell your story, you get better at telling it. The more you share your why—whether it’s with customers, clients, or your team—the more refined and effective your message becomes. Instead of scrapping everything and starting over, lean into what’s already working and tell it better and clearer.

So, what do you do when you feel tempted to rebrand? You retell. You double down on your message and give it a fresh retelling.

How to Keep Retelling Your Why

1. Tell It Through Different Stories
   Your why doesn’t have to be one static story. There are countless ways to frame it, different angles to approach it from. Share stories of your clients, case studies, or personal moments that align with your mission. Keep it fresh by switching up the way you tell your why.
   
2. Share It Across Different Mediums
   Maybe you’ve been telling your story in emails but haven’t talked about it much on social media. Or maybe it’s time to turn that story into a podcast, video, or blog post. People consume content in different ways, and retelling it through different channels can help it reach new ears.
   
3. Say It with Passion
   Even if you’ve said it a hundred times, how you say it matters. People can sense your energy. If you deliver your message with passion, people will feel that passion. Speak from the heart every time, and it will never sound stale.
   
4. Remember, Someone Is Hearing It for the First Time
   No matter how many times you’ve told your story, someone is always hearing it for the first time. That’s the person you’re speaking to when you retell your message. They might be the next person who’s deeply impacted by your why.

Consistency Beats Newness

When the urge to rebrand strikes, remember that consistency builds trust and momentum. Changing your message every time you feel like it’s getting old might actually confuse your audience. But if you keep retelling your story with consistency, you’ll build a stronger foundation that people can rely on.

So, the next time you’re tempted to rebrand, pause. Take a step back. And instead of throwing out your message, think about how you can retell it—more clearly, more passionately, and in a way that resonates with even more people.Because the truth is, repetition isn’t the enemy of progress—it’s the engine.

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