In Part 1, we explored how Brigeth Rivera and Lumen Learning tackled their rebrand, balancing fresh insights and internal perspectives. Now, let’s dive into Brigeth’s hard-won lessons for anyone leading a rebrand—especially for the first time: 

#1 – Embrace uncomfortable 

Rebranding can be a crash course in leaning into uncertainty. “I’d been a marketer for over 10 years, but this was my first time leading a rebrand. There were moments I felt like I had to pretend I knew exactly how it would go. But I learned to trust our agency and create a dialogue, asking, ‘Hey, what exactly is this step?’ I could then be better informed for our internal team’s questions.”

“Ultimately, I learned to embrace being uncomfortable. If you don’t know something, ask. A good partner will help you navigate it without making you feel lost.”

#2 – Budget for the after 

Underestimating post-rebrand costs is a common pitfall in rebrands and can limit the impact of your investment. “We fought so hard for the project budget, but didn’t plan enough for rollout. I wanted branded swag, campaigns—all the things that make the brand feel real. Setting aside money upfront for that phase would have made a big difference.”

This led to one critical maxim for any rebrand. “A rebrand’s success isn’t just the result of the rebrand project—it’s all in how you bring it to life.”

#3 – Unexpected contributors are critical 

When rebranding, it’s natural to involve marketing, sales and leadership. But the importance of wider involvement became apparent in Lumen’s rebrand early on. “It surprised me how valuable insights from non-customer-facing roles were. Teams like customer success or product UX had incredibly helpful feedback. Everyone across the organization had something meaningful to contribute.” 

Limiting the stakeholder pool may have been easier but broad participation enriched the brand and built internal buy-in. “By the time we were rolling things out, most everyone felt like they had a real say in it. There was no pushback.” 

Rebrand as rebirth 

The rebrand wasn’t just a project—it reignited the team’s passion for Lumen’s mission. “This re-energized me. Seeing the team’s pride in the final product? That was everything.”

Final words of wisdom? “A rebrand is a chance to show who you are—not just say it. If you’re not pushing boundaries, you’re missing the point.”

Embarking on a similar effort in your organization? Catch up on Part 1 to learn how Brigeth Rivera helped lead Lumen Learning through their breakthrough rebrand.