What is One of the Best Rebrands You’ve Ever Seen?

Posted September 20, 2018 by Shasta Ventures

By Ravi Mohan

LeanData recently unveiled a major rebrand, in what is one of the best examples of rebranding I’ve ever seen. Over the past six-and-a-half years, the company has evolved from an idea to a service to a product to a sophisticated platform. This rebrand perfectly reflects how far LeanData has come, where it is today, and where it is going.

We helped form LeanData in 2012 by leading its initial round with a $1 million commitment when the company was a concept. It started as a data cleansing and matching business, and the core idea was to help companies get the right data about who they were selling to and to find ways to use that data more efficiently. LeanData’s solution evolved into products that enabled sales operations to more efficiently match leads to opportunities and to route the leads and opportunities to their sales force.

As the company grew, LeanData realized it needed a unique brand identity that went beyond its individual products and instead spoke to what it stands for as a company—the essence of its commitment to its customers and the organizing principles upon which its success was built. In short, it needed to rebrand from a series of products to a platform with a mission.

The rebrand reflects the fact that LeanData’s vision is much bigger than it used to be. Members of the company’s executive and marketing teams sat down and thought intensely about the company’s brand to lay the foundation for a new identity, narrative, and framework. As a platform, the vision is to facilitate meaningful connections between data and people in order to connect businesses to revenue faster. Everything, from the updated homepage to the design animation to the messaging, is tied to that promise. They did an incredible job.

Sponsoring OpStars is also at the center of LeanData’s expanded vision. OpStars, to be held at the San Francisco Mint from September 25-26 as part of Dreamforce, is specifically focused on sales and marketing operations. It’s an event where sales and marketing ops professionals can converge to generate ideas, share strategies, and push their pipeline forward. Doug Pepper, a Shasta partner and leading MarTech venture investor, will also be speaking at OpStars.

As an investor in LeanData, I couldn’t be more proud of the company and the path it is on. I can’t wait to see where they go from here.