As I came across Nathan Barry’s ConvertKit that’s about to morph into something entirely new, I felt that I must share the best branding method I know.
Is it because I use ConvertKit? Partly yes.
But more so because a rebrand isn’t just a name change, or new skin as in a new logo; it’s a complete reimagination of what we stand for.
And one other factor:
The “creator economy” is a beast, raking in $24 billion in North America alone. And by 2030, it’s set to explode to nearly $143 billion. Yeah, you read that right.
Creators are turning ideas and passions into serious cash by building massive, engaged followings.
Think Gary Vaynerchuk who just dropped a new book, “Day Trading Attention.” It’s all about nailing the content game.
Then there’s Nathan Barry, the brains behind ConvertKit, the email powerhouse for creators.
He kicked off a podcast called “Billion Dollar Creator.”
From ConvertKit to Kit: What We Can Learn
In 2013, ConvertKit was born.
Fast forward to 2023, and their revenue run rate hit an impressive $36.4M. That’s no joke.
The Evolution of “Kit”
I’ll be honest, when I first heard Kit, the thought of Knight Rider from that 80s show and the car called “KITT” came to mind.
Despite that, Kit has a goal: to become the operating system for the creator economy.
This transformation reflects more than a decade of growth and innovation. based on an impressive foundation:
- They’ve sent 112.3 billion emails
- Earned $32.1M through ConvertKit Commerce
- Gained 5.8M subscribers from Recommendations
New Horizons
With Kit, the landscape is expanding:
- An app store for additional tools
- A central hub for enhanced data reporting
- The largest Creator Network for collaboration
The Best Branding Method I Know: Transparency in Rebranding
Nathan Barry and his team have taken an admirably transparent approach to the rebrand. In this YouTube video, they share their initial steps and considerations in determining “Should we brand?”
What I love is Nathan’s willingness to challenge his “comfort zone” (something I help companies do with this list of 19 questions to ask before you do a rebrand).
This transparency is a hallmark of Nathan’s style, reflecting his commitment to doing things openly and in the public eye. This approach not only demystifies the process but also strengthens his bond with his community.
First Principle Thinking: The Best Branding Method I Know
Rebranding requires never skimping on the basics.
Elon Musk’s “first principle” thinking has revolutionized industries. James Clear’s “Atomic Habits” turned small changes into significant outcomes.
The Disruption Formula
I’ve systemized this blueprint, which I call “The Disruption Formula,” and used it to help clients generate over $10 billion worldwide, like some of these rebrands:
Before You Make Your Next Move: Deconstruct
Skipping the deconstruction phase will lead to failure.
It’s like building a house without a blueprint, designing an airplane without specs, or performing surgery without planning.
Here’s the crazy part: wherever you’ve succeeded, you’ve tapped into the ability to deconstruct and disrupt.
Breaking news: today’s business options are someone else’s conclusion
Reinvention is your most solid way out. The Disruption Formula provides unmatched clarity, building on your unique insights rather than outdated conclusions.
And this is only possible because you broke everything down to its core ingredients.
The Disruption Formula: How Leading Companies Drive Business Growth
1. Assess the Market Noise
Identify existing products and services that solve your problem. What’s your audience’s typical solution? Look these over because you are going to break them down into their core ingredients.
2. Inventory the Noise
Recognize that the current solutions are not facts; they’re conclusions. Someone else’s recipe.
3. Break Down the Cliches
Now, deconstruct these solutions to their core ingredients. What are the fundamentals?
4. Isolate Your Disruptor
Ask yourself: How can these be reconstructed to be more efficient, simpler, more cost-effective, and of better quality?
Where Could the ConvertKit Rebrand Go Wrong?
Rebranding is fraught with pitfalls if not done meticulously.
By applying “The Disruption Formula,” we can highlight where ConvertKit’s rebrand to Kit could go astray:
1. Shortcutting the Deconstruction Phase
Rushing into the rebrand without thoroughly deconstructing the existing market can lead to superficial changes. If ConvertKit skips understanding what truly makes its product valuable, it risks losing its core audience. And that’s a recipe for disaster.
2. Misidentifying Market Noise
Failing to correctly inventory the existing noise means Kit might just add another layer of sound rather than cutting through it. This could dilute their brand message and weaken their position in the creator economy. You don’t want to be another voice in the echo chamber.
3. Overlooking Fundamental Elements
If the rebranding efforts gloss over the fundamental aspects that make ConvertKit successful, the new brand might lack depth and authenticity. Quick fixes and half-baked solutions could lead to a brand that feels shallow and disconnected from its roots. Think of it like fast food—quick but not satisfying.
4. Inadequate Reconstruction of Solutions
If the reconstruction phase is hurried or poorly executed, Kit will end up with a product that is less efficient or harder to use. Given Nathan and his team’s attention to detail, I think this is unlikely.
It would alienate current users and fail to attract new ones, undermining the entire rebrand effort. It’s like launching a new iPhone that crashes with every notification, text, or incoming call—bad news.
What I Would Watch Out For
By paying attention to these landmines, unnecessary headaches will be avoided:
- Loss of Customer Trust: If the rebrand feels rushed or insincere, loyal customers might lose faith in the brand.
- Market Confusion: Poorly executed rebrands lead to confusion among potential and existing customers, diminishing the brand’s market presence.
- Missed Opportunities: Without a deep understanding and thorough disruption, Kit might miss out on key innovations that could have set it apart.
By meticulously applying “The Disruption Formula,” Nathan Barry and the team can ensure that Kit not only rebrands successfully but also revolutionizes the creator economy, avoiding the pitfalls that come with hasty or incomplete efforts.
It’s all about being smart, strategic, and relentless in execution.
Which converts into success and a big win for all.
Need more help? Make this move and reach out.
What if you knew the exact strategies to succeed like never before, specific to your industry?
That would be AMAZING.
It’s why I just published ESSENTIAL BRAND STRATEGIES.
100% FREE. Not available anywhere else.