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Maybe you just need an updated logo. Or maybe you need a whole new brand.
How do you spot the difference?
In this episode of The Factory Floor, hosts Nick Loudon, Corey Haines, and Zach Stevens break down rebranding strategies through a structured framework: revolutions, evolutions, and optimizations.
Drawing from Conversion Factory's 73-point brand audit (recently updated to 99 point), Zach explores key visual identity elements like logo functionality, color palettes, typography, icon libraries, brand patterns, and accent elements to assess when a full overhaul is needed versus targeted refinements.
Using real client examples, the discussion covers timelines (2-4 weeks for revolutions, 1-2 for evolutions, immediate for optimizations) and trade-offs, such as preserving brand equity versus accelerating execution.
They dive into strategic triggers for rebranding: positioning shifts, acquisitions and brand architecture, and enterprise requirements for consistent, scalable systems beyond "professional" aesthetics. Additional insights include global expansion challenges (Amazon's custom typeface) and signaling maturity for exits or funding rounds.
Whether you're evaluating brand guidelines, visual consistency, or post-acquisition integration, this rebranding overview equips you to align rebranding with business goals. Listen now for actionable criteria on revolutions versus evolutions, and share your brand audit takeaways in the comments. Subscribe for more on design strategy, creative direction, and marketing operations.
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The Factory Floor is hosted by the three co-founders of Conversion Factory, the marketing agency at the forefront of SaaS growth, marketing, and tech trends. Episodes are released on Twitter one day early, @coreyhainesco
Every other week Corey, Zach, and Nick break down what’s working right now in SaaS marketing, share real-world lessons from the field, and give you the strategies you need to outpace the competition.
Don't fall behind. Subscribe. Like. Drop a comment. Or not. The ball is in your court.
You can also listen to the show on Apple Podcasts and Spotify
16 episodes
