An Engineering Manager’s Guide to Rebranding

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Anytime a company launches a rebrand there’s the obligatory “how we did it” blog post. Uber did it, AirBnB did it and we did it.

[caption id="attachment_148372" align="aligncenter" width="452"] Yes, these are actually some of our good looking employees putting post-it notes up in our office. How else would you rebrand?[/caption]

Usually these posts jump right from “good looking people putting post-it notes on a glass wall” to “unveil on an unsuspecting public” stage, and completely skip the really tricky part—going through the company’s website (and other assets), page by page, turning old brand into new brand.

If you’re an Engineering Manager at a startup, there’s a good chance you’ve never had to rebrand a product (as the average engineer employment tenure is lower than the average brand lifespan). If you’re working in the Bay Area, doubly so, as visual styles don’t have a vesting cliff. So let us tell you the story of how we did ours and then dive into a few specific tips on how you can do yours.

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by John Barton via SitePoint