Rebranding isn’t always about fixing something that’s broken—it can be about refining something that already works but isn’t quite aligned with where you’re headed. In this episode of the BrandWise podcast, I spoke with Rhianna Nutter, the founder of the Chronic Success Society, about how she transitioned from The Virtual Unicorn to a brand that better reflected her values, her mission, and the people she truly wanted to serve.
Recognizing the Need for a Change
For six years, Rhianna ran The Virtual Unicorn, helping female entrepreneurs streamline their business strategies, systems, and processes. She loved the work and found fulfillment in it, but something still felt off. It wasn’t that her business was failing—quite the opposite. But over time, she began to notice a pattern: the projects that lit her up the most were the ones where she worked with entrepreneurs who also had chronic illnesses or disabilities.
That realization was the turning point. Instead of staying in a business that felt good but not great, she made the bold decision to pivot.
The “Aha!” Moment That Led to Rebranding
Rhianna describes herself as someone who, once she realizes something needs to change, moves full steam ahead. Her lightbulb moment came when she worked with a client who had similar chronic health challenges. As she helped the client refine their workflows and adapt their business to their unique needs, it hit her—this was the work she was meant to be doing.
From that moment on, there was no hesitation. She decided to shift her focus entirely and rebuild her brand from the ground up.
Rebuilding with Intention
The transition from The Virtual Unicorn to The Chronic Success Society wasn’t just about changing a name. Rhianna was intentional about every aspect of the rebrand, from her brand messaging to the services she would offer. Unlike in her previous business, she knew this time she didn’t want to focus solely on 1:1 client work. Instead, she envisioned a supportive community where entrepreneurs with chronic illnesses could connect, learn, and grow together.
She mapped out a launch strategy that allowed her to roll out the new brand gradually, prioritizing what was most important first. While many business owners feel pressure to launch everything at once, Rhianna took a different approach—one that honored her own health and the very mission she was building her brand around.
The Challenges of Starting Fresh
Even though the rebrand felt right, it wasn’t without its difficulties. One of the biggest challenges was adjusting her brand voice. The Virtual Unicorn had been a quirky, sassy brand, whereas The Chronic Success Society required a more empathetic, supportive tone. While she still brought her personality into the new brand, she was mindful of creating a space that felt safe and inclusive for her audience.
Technology also proved to be a challenge. Rhianna originally built her membership on a platform she thought would be a good fit, only to discover major accessibility issues. Then, after rebuilding on a second platform, she ran into payment processing issues. By the time she had to build everything a third time, she had learned a valuable lesson—flexibility and patience are key when navigating a rebrand.
The Rewards of Realignment
Despite the hurdles, Rhianna has no regrets. Since launching The Chronic Success Society, she has attracted an incredible community of entrepreneurs who resonate deeply with her mission. The shift has also impacted her personally, bringing a greater sense of peace and purpose to her work.
Rather than trying to fit into a mold that wasn’t quite right, she now operates a business that feels truly aligned. She’s also found that stepping into a brand that reflects her core values has helped her avoid burnout, allowing her to build in a way that’s sustainable for both her and her community.
Lessons for Entrepreneurs Considering a Rebrand
If you’re thinking about a rebrand but aren’t sure if it’s the right move, Rhianna offers this advice:
- Follow what excites you. If certain projects or clients energize you more than others, pay attention to that. Your best work comes when you’re aligned with what you love.
- You don’t have to do it all at once. A rebrand doesn’t have to happen overnight. Prioritize what’s most important and roll things out gradually.
- Success looks different for everyone. Build a business that fits your definition of success, not someone else’s.
- Trust your instincts. If something feels off in your business, don’t ignore it. Exploring those feelings can lead to the clarity you need to make a change.
Final Thoughts
Rhianna’s journey is a reminder that rebranding isn’t just about aesthetics—it’s about making sure your business reflects your values, your mission, and your personal growth. If you’re feeling disconnected from your brand, it might be time to consider whether a shift—big or small—could bring you closer to the business you truly want.
To connect with Rhianna, visit the Chronic Success Society or follow her on Instagram at @thechronicceo.
