Top 10 Rebranding Mistakes and How to Avoid Them: A Guide for Entrepreneurs

Rebranding is a complex process that demands careful planning and execution. While a successful rebrand can help entrepreneurs attract new customers, build brand loyalty, and increase sales, some common mistakes can have the opposite effect.

From Tendermint to Ignite: A Rebranding that Sparks Change on the Frontier of Web 3

The name “Ignite” perfectly encapsulates the company’s mission of sparking change and action within the blockchain industry. It symbolises a starting point for growth and innovation, inspiring creators to build the next breakthrough in blockchain technology, and encouraging users to embrace these services. 

Fintech Accelerator F10 has rebranded as Tenity In a Step Toward Global Expansion

Tenity’s successful rebrand demonstrates the potential of portmanteau brand names in rebranding due to global expansion. These names are memorable, unique, globally appealing, versatile, and provide a fresh start for the company’s branding. Connecting such names to the company’s history or values can give a sense of continuity and help reinforce the company’s brand identity. 

EarnIn Unveils a New Strategic Brand Identity That Highlights Its Mission To Alleviate Financial Anxiety

By securing a memorable and easy-to-spell domain name at the outset, EarnIn has established a strong online presence and increased its visibility and credibility. This strategic move has also allowed the company to get creative with its brand name, enabling them to better communicate its vision to customers.

Kiwa Strengthens Position as Leading Global TIC Brand with Telefication Rebranding

Telefication, a member of the Kiwa Group since 2012, has officially rebranded to Kiwa. This move reflects the company’s alignment with Kiwa’s global mission to provide one-stop-shop testing and certification services.

Euromoney Institutional Investor PLC embarks on a new journey as it rebrands to Delinian

In November 2022, the global B2B information-services company Euromoney Institutional Investor PLC was acquired by funds managed by Astorg and Epiris. The company was split into two separate businesses with Fastmarkets becoming a standalone company owned by Astorg and the Delinian businesses operating under the majority ownership of Epiris.

From Tech to People: Conference Technologies Rebrands to CTI to Better Reflect its Mission

Conference Technologies, Inc was founded in 1988 by Jane and Dennis Woodhouse as a privately held audio visual firm. Today, the company is a leading provider of custom audio-visual systems integration solutions, serving customers worldwide with a wide range of services.

Calero-MDSL Rebrands to Calero to Reflect Focus on Simplicity and Strengthen Leadership in TEM Software Market

Calero-MDSL, a leader in the rapidly expanding Technology Expense Management (TEM) software industry, has announced a comprehensive rebranding strategy. The rebranding includes simplifying its name to Calero, rebranding its platform as, and introducing a new logo and refreshed visual identity. This move is a strategic step taken by the company to solidify its position as a leader in the TEM software space and to announce its innovative path for the future.

Rebranding to Fortra: Elevating HelpSystems' Cybersecurity Solutions to the Next Level

HelpSystems, a leading US-based security software company, has announced its rebranding to Fortra. The new name reflects the company’s recent pivot towards cybersecurity, and its mission to provide comprehensive cyber defense solutions to global customers.

Fintech Company LenderClose Has Announced a Rebrand to Coviance to Support its Accelerated Growth and Strategic Vision 

Fintech company LenderClose, known for simplifying and scaling the home equity lending process through its cloud-based platform, announced a rebrand to Coviance.  Founded in 2015 by Omar Jordan, a lending industry vet, Coviance offers community lenders a user-friendly technology solution to lend more efficiently, faster, and at scale. 

TeamApt rebrands to Moniepoint: Establishing a Trusted and Reliable Brand in the Digital Financial Services Industry

In August 2022, Moniepoint raised $50M in a Series B funding round and was recognized as a top global fintech by CBInsights. The rebranding to Moniepoint reflects the success of its flagship product as the go-to digital banking solution for businesses in Nigeria.

Elevance Health's Journey to a New Name and Stronger Brand Identity

In 2022, the well-established company Anthem Inc, with 78 years of history, made the decision to rebrand and become Elevance Health. The process of rebranding can be a daunting task for any company, but for Elevance Health, the decision to change their name was driven by the need to better align with their core values and mission.

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