How to successfully rebrand without alienating your customers with bikini connoisseur Rebecca Klodinsky | #502

Today’s episode is a great case study of how to successfully rebrand without alienating your customers. Imagine building a multi-million dollar brand that you absolutely love, only to find (due to legal reasons) you have to rebrand it, not once, but twice. All this whilst going through an ugly separation, and being a single mum of a newborn. It’s a highly charged episode 502 of The (award-winning) Small Business Big Marketing podcast.

Today’s guest is Rebecca Klodinsky, founder of the of bikini label IIXIIST

In just six years, Frankii Swim has burst onto the Australian fashion scene, quickly developing a tribe of loyal, bikini-loving wearers … most of whom are women!! The label then quickly found itself on the global stage thanks to the likes of Kim Kardashian, Kylie Jenner and Rhianna. It’s now a runaway success turning over $7M this year, and making founder Rebecca Klodinsky, a very happy camper.

But it hasn’t all been smooth sailing, as Rebecca has had to navigate an ugly separation from her partner, along with two expensive and time-consuming rebrands due to legal demands.  The brand is now called Exist … spelt IIXIIST …. And yes, I do ask her about why that name.

This is a very honest chat about how to successfully rebrand without alienating your customers,  with a passionate business owner, who’s now a single mum of a 20-month old baby.

Timbo’s Top 3 Attention Grabbers

1. I love her mindset of seeing opportunities not problems. This links many of my guests.
2. I loved her willingness to be transparent, and tell it how it is.
3. And I love her deep respect for the power of marketing.  Again, something that links the majority of my guests.

Links & resources mentioned in today’s episode

Last week’s episode – How to adapt your marketing during Coronavirus with Ben Newsome of Fizzics Education

Other successful female entrepreneurs Timbo’s interviewed:

Julie Mathers of Flora & Fauna

Abigail Forsyth of Keepcup

Melanie Perkins of Canva

This week’s Monster Prize Draw winner

Tolita Dukes of marketing agency 8Seconds

Thanks for tuning in. I’d love to hear your thoughts or questions about this episode, so feel free to leave them below …