From reality TV drama queen to slick business owner and human rights lawyer in the making, Kim Kardashian has remodelled her public image so successfully that we sometimes forget her roots and how she shot to fame in the first place.
Whether for your personal brand or for your business, here’s five lessons we can take from Kim Kardashian’s rebrand.Pick your moment carefully
A lesson we’ve learned from Facebook’s flop rebrand to Meta; pick the moment to launch your rebrand very carefully. If you can, try to avoid rebranding during a public scandal or to escape widespread criticism. While we are learning from her, you aren’t Kim Kardashian; public scandals and bad press will not benefit you the way they have benefitted her. Kim K has always managed to spin a bad story in her favour but this tactic most likely won’t work for you. Kim Kardashian made the changes to her public persona gradually and she always tied the updates to the idea of personal growth.
Show that your rebrand is about growth, not abandoning a reputation
Kim Kardashian doesn’t make any attempts to deny her past, but she does not allow people to focus on those moments. Acknowledge your history, then refocus attention to where you are now and where you are going, rather than where you’ve been. Be honest about why you are adopting a new logo, style, brand message, or even a new industry. Focus on how the changes reflect your brand’s new mission, how you have developed new values to reflect and better connect with your audience/market. You need to be absolutely certain that your rebrand is the right move for you or your business and that it showcases how you have matured since you first launched your branding. No one wants to see a person or a business regressing, so be certain that it is a step forward.
Represent your values and your cause
Kim Kardashian’s journey to becoming a fully qualified lawyer is far from over but she is already making an impact. Working closely with human rights layer Jessica Jackson Sloan, Kim Kardashian has started her mission to help secure appropriate justice for prisoners who may have been misrepresented or showcased positive rehabilitation. Not only that, her shapewear brand, SKIMS, advocates for body positivity and underwear that suits every body shape and size. What does your brand stand for? What is important to you and your audience? Sustainability, racial equality, mental health awareness, whatever cause you want to support, let it shine through your marketing.
Shout about it
If you want to rebrand, do it properly. Invest in making your new logo, style, mission, products, services, etc, a big deal that people should care about. Think carefully about your strategy and don’t be afraid to try something different within your marketing campaign to really make a splash. Social media is going to be your best tool to solidify your new image but make sure you use each platform effectively; tell your business story in detail on LinkedIn, focus on the visual changes on Instagram, connect with your audience on TikTok so they know your brand still has ‘you’ behind it. Kim Kardashian is a social media master, and she not only has a perfectly curated feed. Whether it comes to business promotions or updating her followers on her law journey, She makes sure her personality always shines through.
Don’t let the naysayers get you down
There will be pushback when you rebrand. Some people do not like change and some people might not understand why your rebrand was necessary. You might lose some followers or customers, but you need to stick with it. Be strong and resilient in the knowledge that this was the right move for you. Even through some truly difficult moments and a torrent of public backlash, Kim K has persevered and ultimately survived to see the light at the other end of the tunnel.
Some might love her, some might hate her, but Kim Kardashian can turn her hand to many things: business owner, mother, influencer, TV star, and lawyer. A good thing to remember though, is that she has a team of talented individuals supporting her. During your rebrand journey, seek advice from others who have already been through it, rely on your team (if you have one), and seek feedback from your audience if you are ever unsure. Sneak peeks aren’t a bad thing.