If you’re a ConvertKit user or at least someone who follows the platform, you might be aware that last month they announced that they were re-branding and changing their name from ConvertKit to Seva. This created a lot of chatter among their users, inside of their Facebook group etc. Many people didn’t like the change, nor did they understand it. Come to find out, ConvertKit themselves might not have been aware of exactly what they had done when they decided to change their name.
Now, I am a lover of ConvertKit so this post isn’t to call them out, but as a Brand Strategist, I would be doing a disservice to you if I didn’t tell you what I took away from this experience and let you know exactly how you can avoid it when going through your own rebrand.
You see, ConvertKit had good intentions. When they announced Seva as their new name, they explained that it’s meaning was “selfless service”, a core value that their business and company culture deeply believed in. But what they didn’t know then that they know now, was that Seva derives from a deep spiritual meaning to the Hindu culture, thus, creating a lot of hurt for a lot of people.
It caused an outpour of people creating conversations with them to educate them on the true meaning of the word Seva. ConvertKit listened and immediately recognized they had made a mistake not educating themselves enough on their newfound business name.
I can guarantee you that they spend a lot of TIME, MONEY, & EFFORT on their rebrand, having already changed and launched their new name and logo across their platforms. So their biggest mistake was not being informed enough. Now, I don’t know whose fault this ultimately came down to, but as a Brand Strategist, I do know the importance of truly digging deep when it comes to naming your business.
Here’s what you can learn from their mistake and how to avoid it, because I bet you don’t have the extra money to spend on a rebrand twice, like ConvertKit.
Do your research.
When considering a rebrand to a name other than your own personal name, do not skip doing extensive research on your top three names. Words have meanings and it is best to find out any meaning related to any name or word you are considering using. The internet is a beautiful thing, use it.
Make sure it fits.
Sure, a new name might be exciting in the moment, but make sure it fits where you are now and where you intend on going in your business. You need a name that can withstand the longevity of your company and help take you where you’re aiming to go.
That’s why getting to the heart of your brand is so important. It will help you eliminate quick decisions that might have repercussions, such as a one-night stand. #dontbethatbrand
Hire a trusted expert.
*Waves hand* Hey, that’s where I can come in! Consult with someone who you can trust to take you on a rebranding journey that will ensure ALL OF YOUR BASES ARE COVERED throughout the process. As a Brand Strategist, I actually help you uncover the deeper aspects of your brand such as your heart, your why, your core values, your name, to ensure we are doing it the right way the first time and not having to pay to do it again, like ConvertKit did. These things are needed before you ever get to a design stage. A designer will simply design what you hire them to design, it is not their job to question your decisions.
So, if you’re anywhere on the fence of thinking about a rebrand anytime soon. The very first step you can make today, is to grab my free Heart of Your Brand guide, which are ten key questions that I ask every single one of my clients at the start of their rebrand.
Ready to Brand with Heart?
Grab my totally free 10 step guide to discovering the HEART of your brand.