Rebranding Brex for growth and the steps they took to get there | Kira Klaas (Notion, Brex, Gusto)

Kira has led global brand teams at Notion, Gustom Brex, and Kiva. She’s won awards on Adweek and she’s the co-creator of Reforge’s Brand Marketing program. 

She talks about her experience leading the rebranding efforts at Brex where they looked to expand up market. She broke down her experiences into five areas specifically:

• Recognizing the need to rebrand
• Building a consensus across the leadership team that a change was needed
• Building the brand together
• Validating the process along the way
• Evaluating success 

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Where to find Kira 

Kira's LinkedIn

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Kira's Brand Template on Notion

Rebranding with Research

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Where to find Patrick 

Patrick's LinkedIn

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(2:30) The high level structure of rebranding Brex and the need to rebrand 

(6:57) When to know when a rebrand is warranted 

(9:38) Multiple phases of the journey and process 

(13:31) Driving consensus and alignment with the right stakeholders 

(16:20) Brand discussion guide and the listening tour - interviewing prospects and customers

(22:34) Building the brand together

(25:01) Partnering with product through the process 

(26:40) Having both co-founders invested and involved from the beginning and managing them 

(28:20) When they brought in an agency  

(31:34) What worked and didn't work with agencies  

(35:12) Validating the rebrand, ensuring they were on the right track 

(37:43) The importance of developing a feedback loop 

(39:03) Evaluating success, figuring out how you know it's working

(41:47) How long the process lasted 

(43:11) The secret weapon of leveraging research to question biases and connect back to the customer

(44:40) Why brand gets a bad wrap in tech and how it's associated with growth

(46:46) Where to find Kira!