What Really Happens When You Rebrand Your Agency (A Rare Inside Look)

How do you know when your agency has outgrown its brand  and what actually happens when you decide to change it after 17 years?

Today’s episode gives you a rare behind-the-scenes look at a rebrand most agency owners never get to witness. 

My guest, Kim Atkinson, co-founder and COO of Foundery, recently led her agency through a full transformation after nearly two decades of being known as “Ontario SEO.”

What started as a small, local SEO shop evolved into an international, full-service digital agency… but the brand didn’t evolve with them. And eventually, the name that once helped them grow became the very thing holding them back.

In this conversation, Kim opens the door to the real journey. The fears, the hesitation, the naming battles, the internal alignment, and the strategic decisions that helped them pull off a rebrand without losing momentum.

Whether your agency has been around for 17 years or you're only a few years in, you’ll walk away with clarity on:

• how to know your brand no longer reflects your business,
• what to prepare for before changing anything,
• how to protect your visibility during the transition, and
• what shifts once your brand finally matches who you are today.

It’s an honest, practical sneak-peek into a rebrand done thoughtfully and a meaningful listen if you’re sensing it might be time for your own evolution.

Let’s dive in.

Show Notes:

-Website: Foundery.ca

-Kim's LinkedIn

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one. 

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep142

Podcast Edits by Lindsay Curtis