Built Online Podcast Episode Summary: "What Is Branding? Here’s How To Build a Brand | ft. Jim Heininger"

Host: Cody McGuffie
Guest: Jim Heininger
Release Date: August 11, 2025
Sponsored by: EverBee – e-commerce software trusted by over 1,000,000 business owners to start, grow, and scale their companies.

1. Understanding Branding

Jim Heininger opens the discussion by redefining brand identity beyond the conventional elements like logos, names, or website colors. According to Jim, “If you think of a brand, it's not the logo, it's not the name, it's not the colors on your website. It's the experience that a customer has with you. How do you make them feel? If they have a problem with you, how do you resolve it to their benefit?” (00:00)

This perspective emphasizes that branding is fundamentally about the emotional and experiential relationship between a business and its customers.

2. The Role of Rebranding

Cody McGuffie steers the conversation towards rebranding, drawing from his own experience with EverBee’s evolution. He explains how EverBee initially focused on Etsy product research but has since expanded into a comprehensive platform for creators. Cody states, “We now serve over 800,000 creators all across the globe... we offer for literally any entrepreneur.” (05:17)

Jim elaborates on when a company should consider rebranding, highlighting the necessity when the existing brand no longer supports business growth. “There's usually kind of a tension point that develops where you realize either intuitively or through research that the brand is just not helping your business grow in the way it needs to.” (04:13)

3. Differentiating Rebranding, Repositioning, and Refreshing

Jim breaks down the strategies businesses can adopt when their current branding becomes restrictive:

• Refreshing: A visual makeover or updating the brand’s language to modernize its appearance and feel.

• Repositioning: Changing the market approach to attract new audiences or expand into new geographic or demographic segments.

• Rebranding: A comprehensive overhaul that includes changing the name, brand promise, unique value proposition, and customer experience to align with future growth objectives. “All that built into it is a rebrand.” (08:33)

4. Case Studies: Successful Rebranding

Jim provides tangible examples of effective rebranding efforts:

• Credit Unions: Originally tied to specific employers or regions, credit unions like Sandia Laboratories Federal Credit Union rebranded to Sunward to appeal to a broader audience and expand geographically. “They rebranded the organization to Sunward, focusing forward toward the sun.” (14:20)

• Victoria’s Secret and Abercrombie & Fitch: Both brands recognized the limitations of their niche marketing and repositioned to become more inclusive, thereby broadening their customer base. Jim notes, “They needed to create a broader feeling and bigger net to bring more people in if they were going to survive.” (21:43)

5. Branding for New Businesses: Avoiding Common Pitfalls

For entrepreneurs starting new ventures, Jim advises against early pigeonholing through overly specific branding. “Define your market, define who you're catering to, who you're servicing and what makes you different and stake out that ground and know that you can always grow from there.” (17:12)

He emphasizes the importance of building a brand with “elasticity”, allowing for future expansion and diversification. “Respect that you were very humble out here [in the Midwest], but you have to build a brand that includes the possibilities of what the business can grow into.” (19:22)

6. The Importance of Differentiation

Jim underscores that branding is fundamentally about differentiation. “Branding is differentiation. It's about defining who you are and how you are different from your competitors.” (16:02)

He advises entrepreneurs to establish a unique value proposition and avoid trying to be everything to everyone. “It's hard for people to do because they want to be everything to all people. It's really hard to start a business from scratch and be everything for all people.” (16:02)

7. Repositioning vs. Rebranding

The conversation distinguishes between repositioning and rebranding. Repositioning involves adapting the brand's messaging and target audience without altering the core brand identity, whereas rebranding is a complete transformation. Jim mentions, “Victoria's Secret's a phenomenal example... they realize they needed to create a broader feeling and bigger net.” (21:43)

He notes that brands must evolve with cultural and market changes to remain relevant. “They needed to create a broader feeling and bigger net to bring more people in if they were going to survive.” (21:43)

8. Public Relations and Branding

Shifting focus to PR, Jim explains its evolving role from traditional publicity to a more interactive, two-way communication channel. “PR is a little bit more the two way.” (27:13)

He differentiates PR from advertising by highlighting its role in building credibility and engaging with audiences through dialogue. For example, securing features in reputable media outlets like USA Today can significantly enhance a brand's credibility. “It's credibility building in addition to awareness building.” (37:05)

Cody and Jim discuss strategies to effectively utilize PR, such as leveraging exclusive interviews with top-tier media to amplify brand messages across various platforms. Jim emphasizes the importance of tailoring PR efforts to where the target audience congregates. “Find out where your customers are and focus your energies there.” (32:27)

9. Rapid Fire Questions and Final Insights

In the concluding segment, Cody asks Jim rapid-fire questions to elicit personal insights:

• Favorite Business Book: Jim recommends "Traction," appreciating its focus (41:19).

• Wisdom Before Starting a Business: “Your success is defined by others. You can't go out and say, I'm successful. Nobody cares.” (41:43)

• Regrets and Lessons Learned: Emphasizing the importance of building vocal supporters and advocates (42:19).

• Worst Business Advice: Belief that “ego is a part of business success,” which Jim refutes (43:01).

• Defining a Creator: An imaginative individual who builds and shares compelling stories around their ideas or products (44:27).

• Who Should Be a Business Owner: Individuals who are capable of being good bosses, leading with integrity, and fulfilling employee needs (45:25).

Jim concludes with the notion that “If you build the people, the people will build a business.” (47:08)

10. How to Connect with Jim Heininger

Listeners interested in rebranding services can reach Jim Heininger at rebrandingexperts.com. His firm specializes in comprehensive rebranding processes, offering consultations to determine the best branding strategy for businesses looking to grow and evolve.

Key Takeaways:

• Branding is experiential: Focus on the customer’s experience and emotional connection rather than just visual elements.

• Rebranding is essential for growth: When a brand no longer supports business expansion, a strategic rebrand can unlock new opportunities.

• Differentiate to stand out: Clearly define what sets your business apart from competitors to build a strong, memorable brand.

• PR complements branding: Effective public relations strategies build credibility and engage audiences, enhancing overall brand perception.

• Be adaptable: Build a brand with flexibility to accommodate future growth and market changes.

By delving deep into the multifaceted nature of branding and its critical role in business growth, Jim Heininger provides invaluable insights for entrepreneurs and established businesses alike. This episode equips listeners with the knowledge to create and sustain a brand that not only resonates today but also evolves with tomorrow’s opportunities.