Startup Rebranding 101: When, Why, and How to Get It Right

Rebranding is more than a new logo or fresh name—it’s about reshaping how the world sees your startup and setting the stage for future growth. In this episode, we dive into the art and science of rebranding with insights tailored for founders and startup operators.

💡 What you’ll learn:

• When and why startups should rebrand (and why timing is critical).
• How to convince stakeholders and overcome resistance to change.
• What makes a name stick, using Alexandra Watkins’ Smile & Scratch framework.
• Success stories like Wise and ConvertKit—and cautionary tales like Twitter’s transition to X.
• Practical steps for planning, executing, and sustaining a rebrand.

Plus, Melanie shares behind-the-scenes insights from Yokoy’s transition from Expense Robot, and our guest, Andrea von Kaenel, offers a corporate perspective on rebranding at scale.

🎙️ Tune in for actionable tips and candid discussions about what it takes to redefine your startup’s identity—without losing your audience or your momentum.

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LINKS MENTIONED IN THE CONVERSATION:

• Free Name Evaluation Test by Alexandra Watkins, Founder at Eat My Words and Author of “How to Create Brand Names That Stick”.
• “Rebranding in Public: ConvertKit to Kit” - watch the full video series

CONNECT WITH ANDREA:

💼 LinkedIn: ⁠⁠/andreavonkaenel/

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Plus: We would love to hear from you! How did you like this episode? What should we improve for future editions, do you have any suggestions, ideas or dream podcast guests? Please let us know: team at followthegradient dot io