5 Startups That Underwent Serious Rebranding & Won

The evolution and growth of businesses are now faster paced than ever before. Strategies that worked 2 years ago may yield unsuccessful results if done today. Technology plays a big part in this immediate transformation of the business landscape – from something that goes deeper like the innovation of your business process to something that appeals like the aesthetics of your website (If you’re looking to finally build a website for your business, you may want to consider reading first our very elementary guide at Web Design Philippines. We have discussed significant tips for you to get a perfectly designed website.).

A lot of startups fail – if not for the lack of capacity to run technology, it’s mostly due to bad branding. This is evidence, that it’s about time to consider rebranding. However, there are a number of factors to consider. Let’s take some inspiration from these five startups that have done rebranding and yielded successful results.

MongoDB

10gen has changed their name to an open-source cloud computing stack that they were working on – MongoDB. The reason behind the change of name is because their product has encountered way more success than their own company. Since then, the database company has now reached the status of making billions in revenue.

Dropbox

This is something that most of you are familiar with. Dropbox kept on changing the feel of their design but has always retained the open box-shaped logo. From originally having a simple design to signify themselves as a simple digital storage space, Dropbox has now evolved to a hub for creation and collaboration. This has been met with skepticism but has perfectly conveyed the transformation they wish to express for their target users – content creators.

Winc

Originally known as Club W – the LA-based eCommerce brand has decided to change its name as their original name doesn’t reflect who they are today. The name “Club W” had a limiting & exclusive connotation to it, thus the name change. The patrons of the brand embraced this new vision and have now opened up a number of opportunities from being a tech-enabled wine club to becoming a fully-integrated wine company.

Outcome Health

ContextMedia is a health information provider that has rebranded as Outcome Health. This signaled an increased focus on enabling health outcomes for patients that can make use of their technology. The rebranded name also plays into the pharmaceutical market as the term “outcome” is an often-used buzzword in the industry.

Zenefits

Zenefits revealed that they were going to go through rebranding because their current identity was not distinct enough as only 7% of their market new who they were. Instead of a name change, they did a complete overhaul of how they presented their services to the public. From a forgettable web design with basic user experience, they shifted to a wilder and colorful visual identity. This has helped their business set itself apart from similar-looking industry competitors.

Key Takeaway

Rebranding is a hard choice for any decision-maker. It costs a lot of money and there will be aspects of how the business was originally run to be left to die in the past. Companies have to take very careful considerations before they decide to go through changes for their brand. However, sometimes it’s just a matter of taking a “well-calculated” leap of faith that can open up a door of possibilities for success.

 

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