Rebranding a business is one of the most exciting and challenging endeavors a CEO can take on. It’s an opportunity to breathe new life into a brand, modernize its identity, and set the stage for a stronger future. But as anyone who’s been through it knows, the process is far from straightforward—and the hidden costs? They’re anything but small.
Our brand has been around for 12 years, with its current iteration evolving over the last six. This year, we decided it was time to level up—to not only launch a series of new products but also refresh the look and feel of the brand itself. A rebranding that would resonate with today’s market and align with our forward-looking vision.
Here’s what we didn’t fully anticipate: the cascading costs of transformation.
Take packaging, for instance. The design team finishes the updated look, and you’re thrilled with the result. But then you realize it’ll take 6-12 weeks to get the new packaging produced. That timeline alone throws off your momentum. Then comes the kicker: to execute, you’re looking at a $4 million initial investment. Not for the products themselves—just the packaging.
That $4 million? It’s a sunk cost. Money out the door with no immediate return. And while the ROI will come down the line, in the moment, it feels like lighting money on fire. Every leader faces these moments—the hidden realities that no one talks about when they glamorize growth and rebranding.
Rebranding isn’t for the faint of heart, but it’s part of playing to win. The key is staying focused on the long game. Because when you’re driving your business to the next level, the investment isn’t just about money. It’s about belief in your brand, your team, and your vision for the future.
Keep pushing. The payoff is coming.
