By Philippe de La Chevasnerie (https://www.linkedin.com/in/delachevasneriephilippe/), CEO at papernest (https://www.papernest.com/) papernest is one of those startups addressing a problem we’ve all experienced as painful for a long time: moving. You know all the paperwork and procedures you have to go through for your contracts (insurance, electricity, gas, internet, TV, phone)? They simplify it. The startup was previously called Souscritoo, a pretty French name, and then they decided to rebrand everything two years ago to change their culture and get aligned with their ambition to become a global company.

1. How to
REBRAND ?

2. papernest

3. papernest Philippe, CEO &
co-founder

4. CONTRACTS ARE
HELL
THIS IS TRUE ALONG
THEIR ENTIRE LIFE CYCLE:
SUBSCRIPTION, MANAGEMENT, CANCELLATION
ESPECIALLY WHEN MOVING

5. Acquisition &
onboarding
One-time
data collection
1-click
subscriptions
Subscription
updates
How it works
1-click
cancellation

6. French brand International platform
Transparent brand Lasting impression
Unknown service Trustworthy brand

7. Why to rebrand?
French only
Little brand impact
Brand created with no
client knowledge

8. Why souscritoo in the first place ?
Prioritization
Lean
Founders background

9. Rebranding goal
International
Explaining unknown
product
Generate internal
engagement

10. What is a brand ?
“Brand is simply a perception [people] have about a product”
Elon Musk
“A brand is the set of expectations, memories, stories and relationships
that, taken together, account for a consumer’s decision to choose one
product or service over another”
Seth Godin
“Your brand is what other people say about you when you’re not in the
room”
Jeff Bezos

11. Brand, product & customer experience

12. Rebranding kickoff
Brief
Naming
Brand platform

13. Rebranding execution
Redesign
Product revamp
Launch

14. Story 1Iterations

15. Be bold

16. Stand out

17. No eureka moment

18. Founder role
What kind of founder
are you ?
Make sure your goals
are fulfilled

19. Decision making
Task force vs. collegial
process
Avoid consensus

20. Rebranding impact
70% 12-month name
recall
No more trust issues
Improved referal
International platform

21. Questions