Ep. 08 Pass or Smash: Online Business Rebrands w/ Sam Burmeister of Nomad Copy Agency
Rebranding can be an exciting (and sometimes necessary) step in evolving your business, but not all rebrands are created equal. Recently I sat down with Sam Burmeister of Nomad Copy Agency to break down recent online business rebrands—deciding which ones were a smash and which ones were a pass.
We’ll dive into what makes a rebrand successful, where some businesses go wrong, and how to know if it’s time for your own brand refresh. Plus, we’ll share our candid thoughts on trends, messaging shifts, and what every business owner should consider before making big branding changes.
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Meet Sam Burmeister: Sales Copywriter & Digital Nomad
Sam built Nomad Copy Agency while traveling full-time and living nomadically. After leaving her corporate sales job in 2019 because they wouldn't let her work remotely, she created her agency with location independence as a core principle. As she puts it, "I'm going to be remote and I want everybody to know it."
Sam's background combines degrees in marketing and international business with experience in corporate sales. At Nomad Copy Agency, she now helps businesses sell effectively online through strategic copywriting. As Sam explains, "I wanted to continue to help people sell, but I didn't want to have to be on endless teams meetings with executives."
Diversifying Income as an Online Business Owner
One thing that has always impressed me about Sam is how smart she is about investing and creating multiple streams of income both inside and outside of her business. In this episode I asked Sam to share a little about her multifaceted approach which includes:
Working part-time at a winery to learn about a personal interest and socialize
Briefly taking a full-time sales position at another company to learn about startup email marketing
Investing in real estate with her partner
Sam challenges the common belief that having a part-time job makes you "less of an entrepreneur," arguing instead that "we don't just have to be one thing." She emphasizes that diversification provides security and options, especially with the natural ups and downs of online business income.
What Makes Six and Seven-Figure Businesses Successful?
When asked what successful six and seven-figure businesses have in common, Sam identifies several key traits:
Belief in themselves: "It's never a surprise when somebody reaches their first seven figures... they say, 'Yeah, because I worked really hard for this.'"
Willingness to analyze data and make difficult decisions
Ability to pivot when strategies aren't working
Perseverance through failures: "They've had launches that do better than they expect and launches that do worse"
As Morgan adds, "All of the good things that have happened to me have been very much on purpose." These businesses aren't just hoping things will work out—they're deliberately creating success through strategic effort.
Pass or Smash: Evaluating Major Online Business Rebrands
In this episode we played an epic game of “Pass or Smash: Online Business Rebrands Edition” where we looked at several larger online businesses who have rebranded in the last year, and gave our perspective on what they got write and where they fell short.
1. ConvertKit rebrands to Kit
Verdict: PASS from both experts (with a caveat)
ConvertKit, an email marketing platform popular with creators, rebranded to simply "Kit" in late 2024. This wasn't their first attempt at rebranding—they briefly announced a name change to "Seva" in 2018 before quickly reverting due to negative feedback.
What Changed:
Visual identity shifted from doodly, notebook-themed designs with serif fonts to a more geometric, techie aesthetic with clean sans serif typography
Color palette evolved from cream and colorful accents to primarily blue, off-white, and black
Messaging evolved from "sustainable growth tools for creators" to describing themselves as an "email-first operating system"
Target audience subtly shifted from artists and musicians to content creators and entrepreneurs
Expert Analysis:
Morgan: "I hate the new name. I think if they had refreshed their visuals, had done everything with messaging the same as they've done and just not changed their name, it would have been like they would have knocked it out of the park."
Sam: "It seems like they're one foot in, one foot out. The above the fold on the homepage still says 'formerly called ConvertKit'... It's really clunky for users."
Both experts felt the visual refresh was well-executed but the name change created unnecessary confusion and weakened brand recognition.
2. Dubsado's Visual Refresh
Verdict: PASS from Sam, SMASH from Morgan
Dubsado, a CRM platform for small creative businesses, kept their name but refreshed their visuals and messaging after about nine years in business.
What Changed:
Retained similar color palette (primarily green and white) but added more accent colors like hot pink for CTAs
Updated typography to include more creative serif fonts
Refined logo and added fun animations and illustrations
Messaging shifted from action-oriented ("Manage your clients, automate your work, grow your business") to identification-oriented ("Software for creative service businesses")
Made a point not to increase pricing during rebrand, unlike competitor HoneyBook
Expert Analysis:
Sam: "From a user perspective, nothing's changed in the back end. But I feel like I am far less attached right out of the gate when I first land on this page than I was to the original Dubsado."
Morgan: "I think the visuals are awesome... While I like that they've kind of made their niche a little more clear... maybe they took it a step a little too far."
Sam gave it a "pass" due to the weaker above-the-fold messaging that doesn't clearly explain benefits, while Morgan gave it a "smash" for the overall visual improvements.
3. Kajabi's Visual Overhaul
Verdict: SMASH from both experts (despite logo concerns)
Kajabi, an all-in-one platform for hosting websites, courses, and memberships, underwent the most dramatic visual transformation of the three examples.
What Changed:
Complete color overhaul from blue/green/white to primarily black/white with red accents
New ribbon-style "K" logo replacing their distinctive original "K"
Maintained focus on creators but broadened messaging to feel more inclusive of different business sizes
Stated goal was to feel "more raw and more authentic" and "blaze new trails"
Expert Analysis:
Sam: "While visually it's a big departure, I think copy-wise, I'm seeing it as a really positive thing... it's reaching down in a positive way."
Morgan: "Props for doing something different. I don't even really mind the red. It's just that logo kills the whole thing for me."
Both experts disliked the new logo but gave the overall rebrand a "smash" for its bold departure from typical tech branding and more inclusive messaging.
Key Takeaways for Business Owners Considering a Rebrand
Based on our expert analysis, here are key things to keep in mind if you’re considering rebranding your online business:
Keep brand recognition intact: If you've built equity in your name, changing it completely (like ConvertKit to Kit) creates unnecessary confusion.
Maintain clarity in messaging: Above-the-fold content should clearly communicate what you do and why it matters to customers (Dubsado's new homepage fell short here).
Differentiate visually in crowded spaces: Kajabi's move away from typical "tech blue" helped them stand out in a sea of similar-looking platforms.
Ensure continuity between old and new: Successful rebrands maintain enough consistency that customers don't wonder if it's the same company.
Consider your strategic direction: Rebrands should reflect where your business is going, not just be a visual refresh (ConvertKit's shift to "email-first operating system" signals future expansion).
Conclusion
Rebrands are high-stakes endeavors that can either propel a business forward or create unnecessary confusion. The most successful rebrands maintain what works while evolving what needs to change, all with a clear strategic purpose.
As online business owners ourselves, Sam and I bring valuable perspective to these analyses, understanding both the creative and strategic considerations that drive rebranding decisions. These "pass or smash" verdicts remind us that even major platforms don't always get it right—and that there's much to learn from both their successes and missteps.
🔗 Links & Resources Mentioned In The Episode:
➡️ Follow Sam on IG @nomad.copy
➡️ Join Copy on Demand
➡️ Follow Morgan on Instagram @spechtand.co
➡️ Book A Discovery Call With Morgan
➡️ Learn more about The Six Figure Brand Society
🎧 Listen to episode 8 of The Six Figure Brand Podcast on Spotify, Apple Podcasts, Amazon Music, and YouTube
