5 lessons for a successful rebrand ✨

Hi there,

I hope you had a great summer. Mine was full of family time, but with the kids now back to school, I’m excited to be hitting the ground running this month — with the return of my Funnel This podcast and the start of the autumn event season.

To kick things off, this month’s feature brings you Series Two, Episode One of Funnel This, where I sit down with Katie Hayes from Ozone API to discuss all things rebranding.

Let’s dive in ⬇️

Rebranding for Challenger and Established B2B Brands

🎙️ Funnel This is back for Series Two — and as a newsletter subscriber, you’re getting first access.

In the opening episode, I sit down with Katie Hayes, Head of Marketing at Ozone API.

Katie has led rebrands for both fast-growth challenger fintechs and more established organisations, navigating acquisitions, giving her a unique perspective on what makes the process succeed (or stall).

Watch the full conversation ↗️
Find Funnel This on your usual podcast platform.

Top moments you won’t want to miss …

1. “A rebrand isn’t just a design exercise — it’s a business strategy.”
Katie stresses that a rebrand goes far beyond updating logos or colours. It’s about positioning, aligning stakeholders, and making sure the brand reflects where the business is heading. Watch this segment.

2. “Start with a brand audit.”
Whether you’re a startup or an established player, begin by gathering honest feedback from employees, customers, and partners. Their perception often differs from internal assumptions, and can uncover differences that make your messaging truly land. Watch this segment.

3. “Keep the stakeholder circle small.”
Too many cooks can delay a rebrand by months. Katie recommends defining who has final sign-off early and involving others only at key stages to keep the process moving. Watch this segment.

4. “Think carefully about timing.”
From fundraising deadlines to avoiding summer lulls, timing can make or break your rebrand launch. Katie suggests mapping timelines against industry rhythms to maximise impact. Watch this segment.

5. “You won’t please everyone — and that’s okay.”
Every brand launch sparks debate. Katie’s advice: don’t take it personally. Focus on the objectives, stay consistent, and remember the goal is resonance with the right audience, not universal approval. Watch this segment.

Katie’s approach demonstrates that rebranding is both an art and a discipline, a balance of creative vision and operational rigour. Done well, it sets the stage for stronger demand generation, sharper messaging, and more credibility in crowded markets.

Watch the full conversation ↗️
Find Funnel This on your usual podcast platform.

Wondrous BTS

Our August in a nutshell:

We kick-started the month and series two of Funnel This in style, hiring a London studio to meet with top fintech talent and capture the next round of conversations.

Richard celebrated his wife’s birthday at Sandringham with Michael Bublé. Much to her disappointment, Michael didn’t propose, so she’s still stuck with Richard.

Steph racked up the steps, making the most of the sunshine, with Hawkstone Park views as her reward.

Balancing fintech interviews in London and time with the family, Ben and I took some time to make memories with the kids. One of our trips included a visit to the Devil’s Bridge in the Gower. Only reachable at low tide, this cheerful spot was once described by Dylan Thomas as “the very promontory of depression” - perfect for a family holiday 🤣 .

Looking forward to getting back to the school season and launching some exciting new products we’ve been working on in the background.

That’s all from me this time.

Next month, I’ll be diving into how innovative fintechs can use their CRM and email to keep users hooked, in conversation with Eliane Coudoro on Funnel This.

I’ll also be heading to Fintech Fringe in London on 9–10 September and will share my biggest takeaways from two days packed with marketing insight and inspiration.

See you next month,

Sally