Fresh Look, Big Lessons: A Rebranding Lesson for Small Biz Owners
Rebranding isn’t just for giants. See how Kajabi’s moves can guide your next brand evolution.
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So, the other day, a colleague shot me a message, saying, “You have to check out Kajabi’s new rebrand.”
Now, I’ll be honest: I don’t actually use Kajabi myself, as you’re obviously reading this on Substack. :) But the rebrand piqued my interest.
Most do, to be honest as it’s a core function of my work as a brander.
If you’re not familiar with Kajabi, we’re talking about a major platform for creators, entrepreneurs, and small businesses everywhere, and considering the new social media content studio I’m opening, this was something I wanted to explore.
As I looked deeper, the rebrand wasn’t just about swapping out colors or freshening up a logo. This was an intentional strategy, a statement saying, “We’re here to grow with you.” And honestly, there’s something very cool—and relevant—about that.
So here’s a breakdown of some key moves they made and a few takeaways for brands that don’t have Kajabi’s budget (hint: most of us).
1. Consistency That Builds Trust
Kajabi’s new look is seamless, showing up in the same way on every platform, app, and page. It’s all about delivering a unified experience that tells users, “We’ve got you covered.”
Takeaway: You don’t need a rebrand to be consistent. Nail down a few core elements—colors, fonts, tone of voice—and make sure they’re showing up the same way everywhere. Consistency builds trust, and trust builds loyalty.
Inconsistency kills brands.
2. Listening and Adapting to Your Audience
Kajabi’s shift wasn’t just cosmetic; it’s a response to their creators’ needs. They’re saying, “We know things are competitive out there, and we’re evolving to support you better.”
Takeaway: Brands that listen stay relevant. Keep checking in with your audience—social media polls, quick surveys (check out the bottom of this email), casual DMs.
Even small tweaks in messaging or service show you’re listening and that you care about meeting their needs.
3. Personality Meets Professionalism
Kajabi manages to keep things professional but still full of personality. Their rebrand feels accessible, friendly, yet solid—an approach that says they mean business but don’t take themselves too seriously.
Takeaway: You can stay professional without being stiff. Look for little ways to add personality—whether that’s through photography, fun copy, or a playful color accent. People connect with human brands, not corporate robots. 🤖
4. Focus on the Brand Experience
Kajabi’s rebrand isn’t just about looking good; it’s about making things easier to use. Every aspect of their redesign feels built to make the experience better, more intuitive.
Takeaway: Brand experience matters as much as aesthetics. Whether that’s simplifying your website’s navigation or making it super easy to contact you, a smooth experience is everything. And most of it just takes some planning, not cash.
5. Storytelling Is Still King
Kajabi’s rebrand is one big story about growth, empowerment, and helping creators thrive. They’ve woven that story into their design and messaging, making you feel like you’re part of a bigger movement.
Takeaway: People don’t want to just hear about what you do—they want to know why you do it (cue Simon Sinek soundbite). Your story, your values, what you stand for—that’s the real connection.
You don’t need to shout; just make sure your story is there in everything you share.
So this rebrand shows that, at the end of the day, it’s about connecting with your audience in a way that feels real and relevant. You don’t need a kajillion-dollar budget to build a brand that matters.
Focus on consistency, listen to your audience, show a little personality, and make sure your brand experience is smooth and intentional. That’s how you create a brand people want to stick with.
And who knows? Maybe your next move is a rebrand—or maybe it’s just dialing up what’s already working.
Either way, keep showing up in a way that feels true to you and meaningful for your audience.
That’s what real branding is all about.
-Steven ✌️🍕
P.S. Today’s newsletter is brought to you by Clear Digital Labs, a digital marketing training program helping to bridge the gap between talent potential and employer needs. They provide training, mentorship, and job opportunities for aspiring digital marketers. Contact them HERE.
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