Rebrands are not just about changing a name or logo; they represent a shift in identity, mission, and strategy. For short-term rental managers looking to scale or redefine their businesses, understanding when and why a rebrand is necessary can be critical to long-term success.
In a recent interview with Humphrey Bowles, CEO and founder of Truvi (formerly Superhog), we explored the key motivations behind their rebrand and the actionable lessons for short-term rental operators.
1. The Trigger for a Rebrand: When Evolution Outpaces Your Name
Superhog’s transition to Truvi was not the result of a single moment, but a series of realizations. Bowles explained that the name Superhog, while memorable, no longer reflected the depth of the company’s offerings or its evolved mission. Over time, the challenges faced by short-term rental managers had become more complex, necessitating a brand that could clearly communicate trust, innovation, and simplicity.
“We recognized that in order to reflect our broader mission and our growing capabilities, a new brand was necessary. Truvi represents a more focused, grown-up, and transparent approach to helping property managers succeed in a rapidly changing market,” Bowles said.
Key takeaway: If your current brand identity doesn’t align with your company’s evolved mission or the needs of your audience, it may be time to consider a rebrand.
2. Aligning the New Brand with Core Values
One of the biggest changes was choosing the name Truvi, a term that symbolizes trust, transparency, and innovation—all qualities at the heart of the company’s mission. Bowles emphasized that Superhog, despite being fun and quirky, didn’t reflect the brand’s seriousness about professional risk management and fostering trust.
“The name Truvi is modern and approachable, better reflecting the clarity and credibility we aim to provide for property managers,” said Bowles.
Key takeaway: A rebrand should not just be cosmetic. The new identity must resonate with your core values and communicate them effectively to your audience.
3. Managing the Risks of Rebranding: Trust Preservation
Superhog had built strong brand recognition since its launch in 2019, making the transition a high-stakes decision. Bowles acknowledged this risk but highlighted the importance of communicating the change effectively.
“We were very intentional about how we communicated this change to clients, partners, and the wider industry. Our goal was to reassure them that the core of what we do remains the same, while emphasizing that Truvi represents the next chapter in our journey—not a complete departure,” said Bowles.
The company focused on maintaining consistency across all touchpoints and ensured that stakeholders were aware of the value and innovation that would continue under the new brand.
Key takeaway: A successful rebrand involves transparent and consistent communication to preserve the trust and recognition you’ve built.
4. What Changes for Customers: Doubling Down on Risk Management
One of the most important questions for existing customers is whether the rebrand introduces new features or changes their experience. Bowles assured that the core services, such as guest screening, damage waivers, and protection tools, would remain—but with improvements.
“We’re building on our foundation by introducing new features that streamline operations, enhance transparency, and provide more actionable insights to empower property managers,” he explained.
These updates aim to help property managers make better business decisions, mitigate risk, and build stronger guest relationships.
Key takeaway: When rebranding, ensure you are adding value for your customers through enhanced services, streamlined processes, or new features that reflect their evolving needs.
5. When Should You Consider a Rebrand? Humphrey’s Advice
According to Bowles, there is no “one-size-fits-all” moment when a rebrand becomes necessary. For Truvi, it was a gradual process that spanned over two years.
“It’s a buildup of many little moments that lead you to a decision point,” he said. “Be brave enough to recognize when your brand may be holding you back and be willing to take the leap.”
However, he cautioned that a rebrand should not be rushed—it requires careful planning, strategic intent, and strong execution to succeed.
Key takeaway: Consider a rebrand when your current identity no longer supports your goals, but approach the process strategically to maximize its impact.
6. The Future of Truvi: Doubling Down on Risk, Not Expanding Beyond It
Bowles clarified that the rebrand is not about diversifying into unrelated areas but about enhancing Truvi’s core strength—risk management.
“We’re doubling down on providing best-in-class screening, protection, and damage waiver tools for property managers,” he said. “This rebrand allows us to focus on our mission of helping managers de-risk their businesses, improve efficiencies, and strengthen guest relationships.”
Key takeaway: A rebrand doesn’t always mean expansion. Sometimes, it’s about refining your focus to better serve your core audience.
Final Thoughts: Pragmatism Meets Courage
As Bowles put it, a successful rebrand requires a blend of pragmatism and bravery—knowing when change is necessary and being bold enough to execute it. For property managers, this lesson can be applied beyond branding: it’s about recognizing when aspects of your business need to evolve and having the courage to make changes that better align with your long-term vision.
Whether you’re considering a rebrand or looking to evolve your offerings, the story of Superhog’s transformation to Truvi offers valuable insights on navigating change while maintaining trust, delivering value, and staying true to your mission.
