Emma Chamberlain released Chamberlain Coffee late last year. In six months, Emma and her team decided to completely overhaul the branding and starting over.
The coffee was good. That was done. They'd underbuilt the brand, the personality. And they rebuilt it essentially from scratch, like launching a second company.
What's worth sitting on is what she said was the hardest part. Not the design. Admitting out loud that you got something wrong. In her words, you put your ego aside and do it.
If you're a founder and you're looking at a rebrand right now, that is not a failure of the first one. It usually just means you learned something about your customers in month six that you couldn't possibly learn in month one.
The next batch of BizLeadhers applications are open now. If you're in the middle of a pivot, a rebrand, a rethink, come build it with people who've done it before.