Several weeks ago, HBO announced it’s bringing back the “HBO” name to its streaming platform. In case you missed it: the platform launched as HBO Max, then got rebranded in 2023 to just Max, and now, a year later, it’s coming full circle. Back to HBO Max.

Now if that sounds chaotic to you… you're not alone.
The internet made memes. Subscribers were confused. Even the company itself joked about it on X.

But underneath the social media buzz, there’s a deeper lesson that every small business and founder needs to hear:

When your branding confuses your audience, it’s not just a naming issue. It’s a clarity problem. And unclear branding makes even great products harder to find, understand, or connect with.

Let’s break down what went wrong, and why it matters even more when you're building a business without a billion-dollar buffer.

What HBO Got Wrong

Let’s be fair. HBO didn’t rebrand to “Max” without a reason.

After merging with Discovery, the company wanted the new name to reflect its wider content offering, not just prestige dramas, but documentaries, reality shows, and family-friendly content too. “Max” was supposed to feel broad, welcoming, and inclusive.

But here’s the problem: in trying to be “more,” they ended up sounding like nothing at all.

The name HBO has decades of cultural capital. It meant quality. Depth. Grit. It stood for shows like The Sopranos, The Wire, The White Lotus, and The Last of Us. Removing it from the brand stripped away everything people felt about the platform.

It’s a classic branding mistake: trying to fix something that wasn’t broken, and breaking the connection people already had.

Here’s why it matters for your business:

HBO has the money, marketing power, and media coverage to make mistakes and bounce back. You don’t. (Neither do I.)

For small business owners, especially women building personal brands, service-based businesses, or creative ventures, clarity is everything.

Your brand isn’t just your name or logo. It’s the feeling people get when they land on your page, read your bio, or talk to you for 10 seconds.

So when you change your branding, your name, your voice, your offer, your visuals, without a clear strategy behind it, you risk losing more than just recognition. You risk losing trust.

So what do we do instead?

You don’t need to sound like a billion-dollar brand.
You don’t need to chase every trend or burn your whole identity down just because you feel “off.”

But you do need to be clear.

Here are 5 simple, powerful ways to protect your brand from confusion, and make sure your audience knows exactly why you’re the one they’ve been looking for:

1. Don’t rebrand just because you’re bored, ask your audience first.

You’re with your brand every day. It’s natural to feel like it needs a shake-up. But your audience? They’re still getting to know it.

My tip: Ask 3 people (customers, friends, or even Instagram followers):

“Based on my brand, what do you think I do and who do you think I help?”

If they get it wrong, or hesitate, you may need to clarify. But if they nail it? Keep going. Don’t fix what’s working.

2. Make your message repeatable.

People should be able to explain your brand after hearing it once.

My tip: Use this formula:

I help [specific person] get [specific result] through [your offer or method].

Example: I help creative entrepreneurs grow their business with brand strategy and done-for-you design.
Not: “I empower people through creative transformation and aligned energetic elevation.” (Cute, but confusing.)

3. Own what makes you different, don’t water it down.

HBO removed the very thing that made it distinct. Don’t do the same by trying to sound like every other business in your niche.

My tip: List 3 real compliments your past clients or customers have given you. Use those to shape your brand voice, website copy, and positioning. That’s your secret sauce, use it.

4. If you’re changing something, explain it.

Your audience isn’t mind-reading. If you update your brand, name, visuals, or niche, bring them with you.

My tip: When making a change, create a pinned post, story highlight, or email that explains:

• What changed
  
• Why it changed
  
• How it benefits your customer
  
  

Transparency builds trust. Always.

5. Do a clarity check every 6 months.

You don’t need a full rebrand every time you feel stuck. But you do need to make sure your message, visuals, and offers still match your direction.

My tip: Check:

• Does your homepage clearly say who you are and what you do?
  
• Is your Instagram bio specific and benefit-driven?
  
• Do your visuals still reflect the clients/customers you want to attract?
  
  

If the answer is “not really,” it’s time to refine, not reinvent.

Peace,

Pik

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