A Rebrand Isn’t a Sprint. It’s a Reckoning.

This article was originally written and published on LinkedIn.‍

Our recent rebrand took us a year. Yes, really.

When you’re building your own brand, there’s nowhere to hide.

We spent the last year rebranding Superminted. Not because we were slow. Not because we didn’t know what we were doing. But because we cared enough to question everything that was important.

The positioning. The words we use when no one’s watching. The work we actually want to be known for (and the work we don’t). The uncomfortable gaps between who we thought we were… and who we really are.

We went back and forth many times. We debated over details most people would never notice — and then realised those details were exactly the point.

Ironically, clients often ask for a rebrand in under six months. I get it — timelines, costs, pre-decided launches, and momentum. But the truth is good branding isn’t a sprint; it’s a reckoning. A rebrand isn’t just new colours and a nicer website. It’s alignment. It’s clarity. It’s deciding what you’re willing to stand behind long after the launch party is forgotten.

So yes, it took a year. And I wouldn’t do it any faster.

Because if we expect brands to mean something, then they just have to be built like they do.