Rebranding can be a daunting decision, especially after years of building a well-known brand. But as Katie Hunt, founder of Proof to Product, demonstrates, it can also be an incredible opportunity for growth. In this episode of the BrandWise podcast, Katie shares her experience of rebranding after nearly a decade in business, why she took the leap, and how it has impacted her company.
From Trade Show Boot Camp to Proof to Product
Katie founded her company in 2011 as Trade Show Boot Camp, a resource for product-based entrepreneurs looking to enter the wholesale market. The name made perfect sense at the time—her primary focus was helping businesses prepare for trade shows. However, as her programs expanded beyond trade show preparation to include product development, pricing strategies, and wholesale business growth, the name no longer fit.
Over time, she noticed a disconnect. Potential clients assumed her programs were only for trade show exhibitors and would dismiss her services if they weren’t interested in trade shows. She found herself constantly explaining, “We do more than trade shows!” That was a clear signal that it was time for a change.
The Fear of Rebranding
Despite knowing a rebrand was necessary, Katie hesitated. Having spent eight years building Trade Show Boot Camp into a recognized brand, she feared losing brand recognition and confusing her audience.
“I was afraid no one would know where to find me. I thought I’d have to start over from scratch,” Katie admitted.
However, she took the plunge and began the rebranding process. It wasn’t just a simple name change—she completely overhauled the brand, including a new website, logo, messaging, and positioning.
The Rebrand Process
The rebrand to Proof to Product took about six months from decision to launch. It involved multiple steps:
- Choosing a new name: The name Proof to Product was already tied to Katie’s podcast, launched in 2017, making it a natural choice for continuity.
- Updating branding assets: New colors, logos, and messaging were designed to reflect the broader scope of her business.
- Website migration: She transitioned from WordPress to Squarespace to simplify management and security.
- Marketing campaign: A launch strategy was developed to ensure a smooth transition and inform her audience about the change.
One of the trickiest aspects was handling her Instagram accounts. She needed to swap usernames between Trade Show Boot Camp and Proof to Product, ensuring followers could still find her easily. With careful planning, the switch was successful.
Katie acknowledges that the transition had some hiccups, such as handling backlinks from past interviews, blog features, and SEO rankings. However, she found that making a big event out of the rebrand—complete with alumni involvement, video content, and social media campaigns—helped ease the transition.
“People celebrated with us,” Katie shared. “It wasn’t just about changing a name—it was about stepping into a new, expanded version of what we do.”
The Impact of Rebranding
Since rebranding, Proof to Product has continued to grow significantly:
- Audience growth: The Proof to Product podcast now has over 1.3 million downloads.
- Business expansion: Katie has served over 30,000 product-based entrepreneurs, helping them build profitable wholesale businesses.
- Stronger brand alignment: The new name and messaging better communicate what her company offers, making it easier for potential clients to recognize its value.
Katie no longer has to clarify, “We do more than trade shows.” The name Proof to Product clearly reflects the full spectrum of her services.
Advice for Business Owners Considering a Rebrand
Katie’s biggest piece of advice? If you’re thinking about rebranding, it’s probably time to do it.
“If something feels off—whether it’s your name, branding, or messaging—it’s worth exploring,” she said. “Just make sure you’re doing it for the right reasons. Don’t chase trends; rebrand because it serves your long-term business goals.”
She also emphasized the importance of proper planning: “A rebrand isn’t just about a new logo. It’s about strategy, positioning, and making sure your audience is along for the journey.”
Final Thoughts
Katie’s rebrand from Trade Show Boot Camp to Proof to Product is a powerful example of how rebranding can strengthen a business. By making a bold change, she was able to better serve her audience, increase her visibility, and continue growing in alignment with her mission.
If you’re considering a rebrand, take Katie’s advice: plan carefully, communicate with your audience, and don’t let fear hold you back.
To connect with Katie, visit Proof to Product or follow her on Instagram at @prooftoproduct. If you want to hear more insights from product-based business experts, check out the Proof to Product podcast.
