Sitemaps
How We Secretly Lose Control of Our Startups
Should Kids Follow in Our Founder Footsteps?
The Evolution of Entry Level Workers
Assume Everyone Will Leave in Year One
Stop Listening to Investors
Was Mortgaging My Life Worth it?
What's My Startup Worth in an Acquisition?
When Our Ambition is Our Enemy
Are Startups in a "Silent Recession"?
The 5 Types of Startup Funding
What Is Startup Funding?
Do Founders Deserve Their Profit?
Michelle Glauser on Diversity and Inclusion
The Utter STUPIDITY of "Risking it All"
Committees Are Where Progress Goes to Die
More Money (Really Means) More Problems
Why Most Founders Don't Get Rich
Investors will be Obsolete
Why is a Founder so Hard to Replace?
We Can't Grow by Saying "No"
Do People Really Want Me to Succeed?
Is the Problem the Player or the Coach?
Will Investors Bail Me Out?
The Value of Actually Getting Paid
Why do Founders Suck at Asking for Help?
Wait a Minute before Giving Away Equity
You Only Think You Work Hard
SMALL is the New Big — Embracing Efficiency in the Age of AI
The 9 Best Growth Agencies for Startups
This is BOOTSTRAPPED — 3 Strategies to Build Your Startup Without Funding
Never Share Your Net Worth
A Steady Hand in the Middle of the Storm
Risk it All vs Steady Paycheck
How About a Startup that Just Makes Money?
How to Recruit a Rockstar Advisor
Why Having Zero Experience is a Huge Asset
My Competitor Got Funded — Am I Screwed?
The Hidden Treasure of Failed Startups
If It Makes Money, It Makes Sense
Why do VCs Keep Giving Failed Founders Money?
$10K Per Month isn't Just Revenue — It's Life Support
The Ridiculous Spectrum of Investor Feedback
Startup CEOs Aren't Really CEOs
Series A, B, C, D, and E Funding: How It Works
Best Pitch Decks Ever: The Most Successful Fundraising Pitches You Need to Know
When to Raise Funds
Why Aren't Investors Responding to Me?
Should I Regret Not Raising Capital?
Unemployment Cases — Why I LOOOOOVE To Win Them So Much.
How Much to Pay Yourself
Heat-Seeking Missile: WePay’s Journey to Product-Market Fit — Interview with Rich Aberman, Co-Founder of Wepay
The R&D technique for startups: Rip off & Duplicate
Why Some Startups Win.
Chapter #1: First Steps To Validate Your Business Idea
Product Users, Not Ideas, Will Determine Your Startup’s Fate
Drop Your Free Tier
Your Advisors Are Probably Wrong
Growth Isn't Always Good
How to Shut Down Gracefully
How Does My Startup Get Acquired?
Can Entrepreneurship Be Taught?
How to Pick the Wrong Co-Founder
Staying Small While Going Big
Investors are NOT on Our Side of the Table
Who am I Really Competing Against?
Why Can't Founders Replace Themselves?
Actually, We Have Plenty of Time
Quitting vs Letting Go
How Startups Actually Get Bought
What if I'm Building the Wrong Product?
Are Founders Driven by Fear or Greed?
Why I'm Either Working or Feeling Guilty
Startup Financial Assumptions
Why Every Kid Should be a Startup Founder
We Only Have to be Right Once
If a Startup Sinks, Founders Go Down With it
Founder Success: We Need a Strict Definition of Personal Success
Is Quiet Quitting a Problem at Startup Companies?
Founder Exits are Hard Work and Good Fortune, Not "Good Luck"
Finalizing Startup Projections
All Founders are Beloved In Good Times
Our Startup Culture of Entitlement
The Bullshit Case for Raising Capital
How do We Manage Our Founder Flaws?
What If my plan for retirement is "never retire"?
Startup Failure is just One Chapter in Founder Life
6 Similarities between Startup Founders and Pro Athletes
All Founders Make Bad Decisions — and That's OK
Startup Board Negotiations: How do I tell the board I need a new deal?
Founder Sacrifice — At What Point Have I Gone Too Far?
Youth Entrepreneurship: Can Middle Schoolers be Founders?
Living the Founder Legend Isn't so Fun
Why Do VC Funded Startups Love "Fake Growth?"
How Should I Share My Wealth with Family?
How Many Deaths Can a Startup Survive?
This is Probably Your Last Success
Why Do We Still Have Full-Time Employees?
The Case Against Full Transparency
Should I Feel Guilty for Failing?
Always Take Money off the Table

9 Key Factors to Consider When Rebranding Your Startup

Young Entrepreneur Council

9 Key Factors to Consider When Rebranding Your Startup

Question: I need to completely rebrand my startup. What is one step I should not overlook (in terms of marketing, customers, or any other area of the business)?

The following answers are provided by members of Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most promising young entrepreneurs. In partnership with Citi, YEC recently launched StartupCollective, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses.


Start From the Heart

As we all know, people make buying decisions based on how they feel. So don’t create an intellectualized version of your brand that isn’t emotionally accessible to your customers. Start your rebranding by planting a flag in the ground for what you stand for as a business and building out your branding from that place of boldness.

Corey Blake
Round Table Companies

Be Exciting

Having a brand that your people are excited about and happy to be a part of is paramount. Will your brand be something your employees, family and friends will want to wear on a t-shirt and talk about? Is it something that sounds interesting and inspires the question, “Oh sounds cool, what does your company do?” It’s subtle but immensely important.

Anthony Scherba
Yeti

Focus on Conversion Rate Optimization

Your website, content and landing pages should be focused on customer conversion, and you should use analytics and feedback to consistently optimize for conversion. Most startups do not focus enough on conversion optimization and instead focus on things such as design. Agencies are investing more in people who are conversion optimization experts, and they are making it an important KPI.

Justin Beegel
Infographic World, Inc.

Make Sure the Logo and Name Communicate the New Message

As disappointing as it is, people do judge books by their covers – businesses too. Ensure that your name, logo and colors are communicating exactly what they should be. Often you’ll only have seconds of a prospect’s time before they make a determination about your company. Make sure that determination is the one you want.

Brennan White
Cortex

Validate Early and Often

You should constantly validate your ideas with consumers from your target market before you implement. Show them what you’re working on and ask if the change is net positive. You might even consider asking them if they have any ideas of their own. Don’t take one subjective opinion too seriously. But if you repeatedly receive the same piece of negative feedback, consider changing what you’re doing.

Jared Brown
Hubstaff

Be Consistent

When rebranding, it’s important to come up with a solid idea of what the company stands for, and also make sure that the employees are on board with what the new brand reflects. This idea needs to stay consistent within the organization and employees.

Jayna Cooke
EVENTup

Involve the Entire Team

When rebranding your startup, the one area you should not overlook is the involvement of your employees. Employees at startups live and breathe the company just like the founders and can provide valuable input in the rebranding process. On top of this, if you rebrand the company without consulting your team, you run the risk of choosing a new name or logo that they don’t like.

Maxwell Finn
Loot!

Pay Attention to Brand Archetype

One of the most helpful exercises we did for branding was determining our brand archetype. From guru to explorer to traditionalist to connector, there are 20 archetypes that you can select to characterize your business. After you pick one or two archetypes, ensure that your user experience, graphics and written content fit with the personality.

Nanxi Liu
Enplug

Keep Your Old Customers in the Loop

Your older customer base should be duly informed and kept in the loop. They should also be made aware that the rebranding will not affect their service in any way, as a change in branding might make them a little jittery and apprehensive.

Pratham Mittal
VenturePact

Find this article helpful?

This is just a small sample! Register to unlock our in-depth courses, hundreds of video courses, and a library of playbooks and articles to grow your startup fast. Let us Let us show you!

Submission confirms agreement to our Terms of Service and Privacy Policy.

Already a member? Login

No comments yet.

Register to join the discussion.

Already a member? Login

Create Free Account