If What Not to Wear Can Rebrand, So Can You: Lessons in Authentic Business Branding

I was at the gym today, staring at “long walk on the treadmill” on the workout plan, and realized The Summer I Turned Pretty was way too important to half-watch while I trudged along.

So I went looking for something else—mindless, nostalgic, a little trashy but comforting.

Enter: Wear Whatever the F You Want.
The rebirth of What Not to Wear with the beloved Stacy London and Clinton Kelly. (Yes, they’re back!)

And here’s where it hit me: if What Not to Wear can rebrand after nearly a decade off, with a new perspective and fresh energy, so can you.

In the very first episode, Stacy wraps their intro with this line:

“I’m so excited to finally do it right this time.”

That’s the energy we should all be bringing to our businesses. The permission to pause, regroup, change our minds, and reemerge stronger—without the shame spiral of “starting over.”

Why a Business Rebrand Is Sometimes Exactly What You Need

Half an episode in, I was already drawing parallels between fashion makeovers and business branding.

The storyline followed Jessica, a young mom who’d been neglecting self-care and still dressed like a teenager. With her kids growing up, she wanted a new style—something sophisticated, something that reflected her confidence as a grown woman.

At first, Jessica described her fantasy wardrobe as “Paris Hilton-esque.” Which works for Paris, but not for Jessica. She wasn’t asking what fit her actual life. She was borrowing someone else’s look.

Sound familiar?

In business, we do the same thing. We chase trends, mimic what’s working for others, or copy the vibe of someone we admire instead of figuring out who we are. That’s where branding goes wrong—and where a rebrand can help you get back to yourself.

Questions to Ask Before You Rebrand Your Business

When you’re trying to figure out if it’s time for a business makeover, start by asking yourself:

Am I looking too much at how other people show up in their businesses?
Am I copying the vibe of someone I admire instead of pulling out what I love and then asking, but who am I in this?
Am I chasing someone else’s version of success instead of defining my own?
Am I creating offers because they “work for others” instead of because they fit my life?
Am I dressing my brand up in trends (colors, fonts, content styles) that don’t actually feel like me?
When’s the last time I asked, What do I want my days to look like? instead of, What should I be posting to keep up?
Am I trying to outperform someone else’s brand—or create one that feels like home to me?
Have I confused inspiration with imitation?

If your answers make you cringe a little, that’s not failure—it’s feedback. Just like Jessica’s wardrobe wasn’t about sequins and Paris Hilton glam, your branding doesn’t have to mimic what you see online. It needs to fit your real life and the business you’re actually building.

A Rebrand Isn’t Starting Over—It’s Doing It Right This Time

Here’s the truth: a rebrand isn’t a step backward. It’s a step into alignment.

If Stacy and Clinton can return with a whole new show, and Jessica can trade her teen wardrobe for a style that fits her grown-woman life, then you can reinvent your business too.

And this time, you get to do it right.

READY TO REBRAND?
Inquire to work together here.

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