Video · ~15 min
The Strategy for Rebranding Our $40M Company
Kit (Nathan Barry) · Kit on YouTube Free Intermediate
This is the founder of Kit (formerly ConvertKit) walking through how they renamed a real, revenue generating company without spooking an existing user base of creators. It is useful precisely because they rebranded in public and explained the why to customers before the what, which is the whole trick to not confusing people who already know you. Watch it as a template for the announcement itself: what to say, in what order, and how much reassurance the change actually needs.
- Lead every customer message with why you are changing the name, not the new logo, because existing users want the reason before the reveal
- Reassure people that the product and the relationship stay the same even as the name and domain move
- Rebranding in the open, with feedback invited, can turn a risky name change into a moment of momentum instead of a confused user base
