294: Behind the scenes of a company rebrand

Design Life

In this episode, we dive into the exciting world of rebranding Convert Kit. We explore the origins of the rebrand, discussing whether it began with a name change or a complete repositioning. Charli explains why they decided to make the rebranding process public instead of opting for a big splashy launch.

Given the scale of the project, we delve into the various roles and responsibilities that are crucial for the rebrand’s success. Charli shares surprising challenges they've encountered so far, as well as the reception from customers and the public.

We delve into how the rebrand will affect the product itself. Lastly, Charli shares the surprising relationship between rebranding and burnout, and gives an update on where Convert Kit stands now.

Timestamps:

01:55 Femke updates on her upcoming course cohort.

06:39 Charli discusses the "Convert Kit" rebranding journey.

08:47 How did the rebrand start? Did it begin with the name change or a complete repositioning of the brand?

13:12 Why did you choose to do the rebranding publicly this time instead of a big launch?

14:48 This is a massive project. What's Charli’s role in the rebrand?

16:28 How does Charli keep the team energized and informed during the rebranding?

17:19 What has surprised so far? Any unexpected challenges?

19:21 How have customers and the public received the rebrand?

21:13 What are Femke's thoughts on the rebrand?

22:50 How will the rebrand affect the product? Will there be new names or different positioning of the products inside “Convert Kit”?

24:16 Will we see the rebranding process from “Convert Kit” itself or through Charli’s channels?

26:06 Rebranding vs burnout: surprising insights.

28:33 Where is Convert Kit at right now?

Links:

Femke’s course “Product strategy for designers”

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