3 reasons why we rebranded our startup

I’m a technologist at heart and I know zilch about marketing & branding. However, after a year of starting up with Geektrust, we realized that we should rebrand Geektrust.

One thing I’ve come to acknowledge over the last 1 year is that building software is hard, but building a business is harder. Soft, intangible stuff like branding & marketing that was once deemed unimportant were now crucial.

Still, I wanted to be clear in my own head why we had to rebrand and redo our site. So these are the 3 reasons we decided to:

  1. Content and intent
  2. Brand and recall
  3. Navigation

#1. Content and intent — When you startup you have an idea of what you do, how your product gives value etc.. However, as you build your startup , you get a new perspective about yourself - how do you really help your customers, what is your USP, who are your valuable customers and what is the intent of Geektrust. Over time your old website & brand stops reflecting what you do today. So this is reason #1 — we had to redo our site to clearly articulate what Geektrust does for you.

#2. Brand and recall

Our old logo was made within hours by adding an underline to our name :) (I loved it then and still do!). However recruitment being a crowded space, we needed a way to stand out. We used a professional designer here to come up with a logo, font and colours that represent us , and stands out from the crowd.

#3. Navigation

As we added new features, we just kept plonking it on our header. It got to a point where there was no smooth navigation across the platform. This was a problem we just had to fix.

So these are the 3 main reasons why we decided to fix our brand and site. Apart from this, we had a bunch of principles that helped us figure out what we wanted the new site to be like but the above 3 were our main reasons for the rebranding.

This is how we changed our coding problem page based on our principle of being friendlier.

[About the author — Krishnan is co-founder at GeekTrust.

GeekTrust is built for passionate technologists to connect with remarkable job opportunities.]

My other blogs on starting up:

Startup life and the Bhagavad Gita

Why I decided to startup

How is your startup different from others?

6 questions to ask yourself before starting up

How to prioritize features when you have little to no money

You think you can’t bootstrap? You can! This is how we did it at GeekTrust

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