This article is part of DBA, a new series on Mashable about running a business that features insights from leaders in entrepreneurship, venture capital and management.
I’ve been an entrepreneur since 1998, when I bootstrapped my first company and ran it out of my own home. Seventeen years later, that company is still alive and thriving, with hundreds of employees on multiple continents.
In fact, we just went through a rebrand. It’s an exciting time over here, and it’s been a wild ride to get to this point. When we released our first custom-built technology solution in 2012, we realized that the services company we had built over the previous decade-plus would need a new identity that better captured our vision for the future of both our company and our industry.
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While going through the process, it occurred to me that plenty of companies have to rebrand at some point or another, for reasons that vary from accidental copyright infringement to major shifts in the market or their business model.
It’s important to understand that a rebrand can have a major positive impact, so it’s worth taking the process seriously and getting as much out of it as you can. Here’s what I’ve learned during this process about how to rebrand your company without sinking the ship.
1. Do it for the right reasons
A rebrand is not something to be taken lightly. A rebrand is not something to be taken lightly.You should only do it if you have a very good reason. So what constitutes a good reason to change your name or your brand’s aesthetic?