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Apostolos Toptsis

Rebranding talk

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So I am thinking of doing a company rebrand. We are still a startup and very small, but our industry focus has shifted over the past year to 18 months since launched.

What are some things to take into consideration when doing a company rebrand and any advice how to get started?

Also any tools that you may have used or know about that made your branding/rebranding process smoother.

Further what are some things to avoid, mistakes that were made and precautions to take.

Cheers!

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Manuel Zarroca
Launching soon!

When I first started Nomadful, I had a fixation with making the brand look hi-tech or super minimalistic. I ended up choosing accessibility and redesigned the brand to make it fit in multiple contexts and captivate audiences. I added visual compensations to my logo and even created a word mark (which I didn't have at the beginning). I picked colours that were lighter on the eyes and chose typefaces that could adapt to multiple languages. Accessibility is always an important factor to take into account when exploring redesign ideas.

Apostolos Toptsis
@manuelzarroca did you have a visual idea of what the brand is before the name or the name before the branding?
Manuel Zarroca
Launching soon!

@apostolos_toptsis I actually had the name before the branding, so finding an icon to represent the name was extremely hard at first!

Neel Balar
Launching soon!

We did our rebranding recently (6 weeks back) and it's been a great success so far!

Here's why we chose to rebrand:
- We designed the original Clueso logo in just a few hours in our San Francisco apartment during YC. At the time, we had no product, no customers, and barely even an idea. And we've come a long way since then and our previous logo didn't really reflect the direction we're heading in now.
- We are also moving more and more towards larger enterprises, so wanted to give our brand a very professional and mature look (light mode website over dark mode, better fonts, etc)
- and a few other reasons.
Here's a blog we've written about why we decided to rebrand and how we went about it: https://www.clueso.io/blog/say-hello-new-logo

We didn't use any tools. Our lead designer handled it end to end and took 6-8 weeks for the entire rebrand + revamping the website.

Happy to answer any other questions you have!

Apostolos Toptsis
@neel_balar hey Neel thanks for sharing. And the rebrand looks great, love the video rebrand showcase as well! One thing I’d like to ask is how did you go about the style of the rebrand and also your brand/name doesn’t really tell a story of what you do. Is this something that you don’t think matters or would you do it again and find a name that represents what the company does better?
Neel Balar
Launching soon!
@apostolos_toptsis great question! Our designer came up with 2-3 options for the style and we ended up picking the one that we thought looked most professional, sleek, and easy on eyes. Regarding the name: while it’s not directly related, there’s a story we have built around why the name Clueso. Clueso takes a rough user input, and transforms it into something polished and beautiful. From a clue, it creates a solution. Clueso. Our new logo reflects this core idea. And maybe we could have come up with a better name in hindsight, but the current name is working well too.
Apostolos Toptsis

To give some further context, our company does influencer marketing software for restaurants. We have now though built and are building additional marketing software tools for restaurants and the food space. Perhaps that will clarify some further branding qualities that we are exploring.

Kaustubh K

What's the goal of rebrand? Does it help you attract more customers? If you don't have customers - rebranding won't help.

I realised this (and I'm a developer turned marketer). My first sales came from people who didn't even know the company brand (only learned about it when after they swiped the card).

As a small startup; all you need is two things:

  1. Find ways to get customers

  2. Talk to customers and improve your product.

Rebrand, logo, site colors - does not matter. It really doesn't. It's just waste of time.

Apostolos Toptsis
@kaustubhkatdare yes so we have customers. The purpose of the rebrand is that we launched as an agonist influencer software tool and after acquiring customers and being in business for over 18 months we have found that our niche is restaurants and food brands. But our branding and company does not reflect that.