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Nathan Barry and Creative Director Charli Prangley discuss ConvertKit's rebrand to Kit, which the title says cost $300,000. They cover why a rebrand is more than a name change, why a name should match the company's wider vision, and how the team handled the process in public, including reactions and concerns about the new name.
We link to the original and never republish it. All credit to Nathan Barry.
Key takeaways
- Treat a rebrand as more than a name change; Barry and Prangley frame it as a bigger company decision.
- Align the company name with its broader vision, not just what the product does today.
- Expect acquiring domains and other strategic assets to be complicated, and plan for it.
- Be transparent throughout the rebrand, including sharing the process publicly.
- Prepare for emotional highs and mixed reactions from your team and the public.
Who it's for
Founders of established companies who are thinking about renaming or repositioning their brand as the business grows.
Why it's worth your time
It gives a candid, first-hand look at a real rebrand, including the public reaction and the worries about the new name, from the people who ran it.
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