We've previously talked about signs it's time for a rebrand, which looked at how fintech giants like Robinhood and Wise knew when to evolve their brands. If you've recognised these signs in your own startup, the next question is: what now?

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Your first brand was probably created in a weekend. A quick logo from Canva, colours you personally liked, and copy you wrote between customer calls. That worked then. But if you're reading this, you've likely hit that uncomfortable moment where your brand is starting to feel like a hoodie at a board meeting - it got you here, but it's not going to get you much further.

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Let's break down the steps to rebrand your growing startup.

Step one: Do your homework

Think of this as your foundation. Just like you wouldn't build a product without understanding the market, you can't rebrand without understanding where you're heading and why. This stage is about gathering intel and making smart decisions before spending any design dollars.

Your strategy checklist: 

• Ask yourself why you need to rebrand
• Talk to 5-10 key customers about their perception
• Review what's working (and what isn't) in your market
• Decide on your rebrand scope
• Plan your resources and timeline

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Pro tip: Start with a clear "why." Your rebrand needs to solve real business problems, not just make things look prettier.

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Step two: Build the basics

This is where your new brand takes shape. Think of it like building your MVP - start with the core elements to make the biggest impact, then iterate. Focus on creating a system that can grow with you, not just pretty designs.

Your building checklist:

• Core messaging and personality (what we say and how we say it)
• Visual identity (logo, colours, typography, photography)
• Key templates (decks, website, content)
• Basic brand guidelines (do's and don’ts to keep things consistent)

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Pro tip: Keep your brand guidelines in a digital format. This is easier to update and share with both internal and external teams.

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Step three: Show it off

‍This is the rollout. Like a product launch, it needs to be strategic but doesn't need to be perfect. Focus on the touchpoints that matter most to your business and customers, then phase the rest over time.

Your rollout checklist:

• Brief your team
• Update your essential touchpoints (website, social)
• Test with trusted customers
• Roll out to the public
• Monitor and gather feedback

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Pro tip: Launch in phases. Start with high impact touch points, then roll out other elements as needed. Check out our brand rollout checklist here for assets you should consider.

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Quick Tips for Success:

• Keep it lean - you can always add more later
• Focus on what impacts customers most
• Document decisions, even if informally
• Set realistic timelines
• Get feedback early and often

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Remember: Just like that hoodie that served you well in the early days, your first brand got you here. But scaling up doesn't mean throwing everything out - it means evolving intentionally. The best rebrands aren't about perfection – they're about creating a foundation that can scale with your next phase of growth.

Happy branding! Found this useful? Share with a fellow founder who's preparing to rebrand.

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