Customer Experience Over Branding: Lessons from ConvertKit's Rebrand and Beehiiv's Approach

Why Customer Focus Matters in Email Marketing

Rebranding is a big deal. It’s not just about a new logo or name—it’s a reflection of what a company stands for. Recently, ConvertKit, an email marketing company, embarked on a six-month journey to rebrand itself as KIT, diving deep into what this new identity would mean for their team, platform, and future. They were excited to share every detail of their transformation. But somewhere along the way, they lost sight of the most important thing—their customers.

ConvertKit's Rebranding Journey

For half a year, ConvertKit focused on telling the story of its rebrand. It shared updates about its new visual identity and what KIT represented. While discussing its new identity, ConvertKit neglected to address the day-to-day needs of its creators—the people who rely on its email marketing platform to grow their businesses.

Beehiiv's Customer-Centric Approach

On the other hand, Beehiiv, also an email marketing company, took a different approach. Instead of focusing on a rebrand, Beehiiv kept its head down and focused squarely on its customers. They were busy rolling out new features, improving their email marketing platform, and making their users feel heard. While ConvertKit was wrapped up in talking about themselves, Beehiiv was creating meaningful value for their audience.

Key Lessons for Small Businesses

This contrast highlights an important lesson for small businesses: branding is important, but it should never overshadow your customers' needs. Your customers are the heroes of your story, and their success should always be the priority. Whether you’re running a coffee shop, an online store, or a marketing agency, it’s crucial to remember that your customers are what keep your business alive.

Focus on Customer Needs

Rebranding can be a powerful way to communicate who you are, but it must always be balanced with a commitment to serving those who trust you to help them grow. New customers and loyal customers alike want to feel valued. They want to see that you’re listening to their feedback, solving their problems, and building products or services that make their lives better.

For small businesses, it’s easy to get caught up in the excitement of change—whether that’s a new logo, a fresh website, or a whole new brand identity. But while you’re telling your story, don’t forget to keep listening to your customers' stories. They are the reason you’re here, and their needs should always guide your actions.

Balancing Branding and Customer Experience

Small businesses can learn from ConvertKit and Beehiiv's approaches. While branding and marketing are essential, focusing on customer experience is what truly drives growth. Customers want to know that they are at the center of everything you do. A successful business is one that not only tells its story but also listens to and solves its customers' challenges.

Make Your Customers the Priority

The rebranding journey of ConvertKit and Beehiiv's customer-focused approach offer valuable insights for small businesses. Always remember that your customers are your greatest asset. Keeping them satisfied, listening to their needs, and consistently adding value are key to growing a successful business. Whether you’re rebranding or launching new products, customer focus should always come first.

By prioritising your customers and consistently working to improve their experience, your small business can thrive in a competitive market. Let the stories of ConvertKit and Beehiiv remind you to always keep your customers at the forefront of your efforts.