Barbra Gago

Miro used each letter of their name to represent a different company value — and each letter visually behaved differently to embody that value. Brand and values became literally the same thing.

You're not actually building a category until there's competition. It's not officially a category until multiple companies do that thing. So stop being scared when competitors show up — they're validating you.

When rebranding, nod to the original brand so early users feel continuity. Miro's yellow M was a direct nod to RealtimeBoard's yellow Post-it logo — a small detail that kept advocates from feeling abandoned.

A rebrand isn't just a marketing project — treat it like product development. Sprint teams, agile process, owners for each workstream, regular check-ins. The companies that fail at rebrands try to keep it inside marketing.