Rebranding Kills Momentum

Rebranding kills momentum

Insight from Kurt Schrader

Your brand is not secondary to your product.

When someone mentions Apple, you don't only think of the iPhone. You think of what Apple symbolizes: power, slick, and fast.

That's the power of a brand.

If you are thinking of a rebrand, don't.

A rebrand will kill your momentum.

You've put in years of work to mean something to your users. Your operational processes, customer experience and more will need to change.

Changing the look and feel of your company will force you to earn back that mindshare.

Kurt Schrader, the founder of Shortcut, had to learn this the hard way.

Kurt rebranded his company from Clubhouse to Shortcut. Sales slowed down a ton. His company relied on word of mouth to grow, which was especially brutal.

After two years, Kurt is still working on building out his company.

The only time when a rebrand might make sense?

If you've built a multi-billion dollar company and trying to escape controversy.

X (AKA Twitter) and Meta (AKA Facebook) are perfect examples.

Until you build that unicorn, let's refrain from that rebrand.