The Beginning of the Rebrand Journey
We’ll let you in on a secret: rebranding is tough. Even when you’re an experienced marketing agency that builds B2B brands for other companies, applying the process to your business can feel like standing at the base of Mt. Everest.
But just like any noteworthy expedition, rebranding is crucial for growth, development, and long-term success. Although intimidating, the journey is filled with trials and triumphs that expand your comfort zone and take your business to new heights. Our advice? Embrace them.
Now that our rebrand is finally complete, we’re sharing some of the peaks, pitfalls, and lessons we learned along the way, to help others tackle their own rebrand like pros.
Trusting Our Training
Whether you’re scaling mountains or redefining your identity, the first step is usually the hardest. For us, one of the biggest challenges was letting go of something that had been working for many years. But we also knew the consequences of holding onto a brand identity that no longer reflected who we are and where we’re headed.
As our team evolved––in skill and in size––and with a decade under our belts, we knew it was time to move forward, letting go of the hesitation and fear that had previously held us back. Luckily, trust became our lifeline. We trusted our decision to rebrand and fully embraced the reasons behind it. We also believed in our team’s abilities—both individual expertise and the collective power of our group.
Doubt can be costly, especially when you’re making important decisions about the future of your company. The safest path forward is to trust your preparation and commit to your decisions. If you’re considering a rebrand but don’t feel fully equipped for the journey, focus on building confidence in your team’s abilities first. If helpful, bring in outside experts. Sometimes the best resource is an objective yet experienced advisor who understands your goals and can help you put your best foot forward.
Seeing Beyond the Whiteout
In theory, having deep familiarity with your brand seems like an advantage when you’re doing your own rebrand; in practice, it can often warp your perspective. At times, it was as if we were on the mountain experiencing a whiteout, where too great a focus on certain details or elements of our brand kept us from seeing the bigger picture. What’s more, we knew our team was capable of incredible output, and we couldn’t help but let our high expectations slow us down.
Fortunately, working alongside a talented team also meant we could lean on others to flesh out ideas, refine designs, and craft something that felt authentic to us. By embracing the collective creativity of our team, we learned to see imperfections as part of the process. Instead of aiming for a flawless first pass, we focused on making steady progress, trusting that each iteration brought us closer to a final product we could be proud of. Sharing the load gave us the clarity and momentum we needed to keep moving forward.
Weathering the Storm
Prioritizing ourselves has never been our strong suit. We take so much pride in showing up for our clients that it’s easy to neglect our needs. We reached a turning point in our rebranding journey when we started treating ourselves as if we were the client. (That, and we kicked Daniel out of the process almost entirely.) This shift in mindset let us set achievable timelines and collaborate efficiently.
During any high-stakes process, having a plan and keeping a deliberate pace is essential for momentum—especially when there’s an unexpected storm. For us, adhering to non-negotiable deadlines ensured steady progress, even while juggling client work. It wasn’t always easy to prevent daily demands from overshadowing the process, but this approach helped us push through to the finish line.
No matter what your obstacles may be, having the right team and a realistic timeline can make all the difference. If the mountain seems insurmountable, don’t hesitate to bring in extra help—whether that means growing your team or hiring an outside agency. With the right support, you can keep your head down and make progress toward your goal.
Reaching the Summit
Rebranding is not for the faint of heart, but it’s certainly worth the climb. It’s a process that challenges you to look inward, trust your team, and embrace growth––even when it feels uncomfortable. Like climbing the tallest mountain in the world, reaching the finish line of a successful rebrand requires preparation, collaboration, and a whole lot of resilience.
If you’re contemplating a rebrand, learn from those who have trekked this path before you. And remember, you don’t have to do it alone. Whether it’s bringing in an outside perspective, building a strong internal team, or setting clear milestones to keep you on track, the tools and support you need are out there.
