Rebranding can be scary for a lot of brands. However, if done correctly, it can be a great opportunity to further grow your business and set the stage for success for years to come.In this episode, Jordan interviews Rob Fraser of Outway, formerly Endur. He talks about the rebrand they did and the thought process that led to a successful launch. He also shares his framework for thinking about brands and the important things you need to know about raising money.Listen up and learn from this episode.KEY TAKEAWAYS FROM THIS EPISODEIf done correctly, you can use a rebranding opportunity as a tailwind, not a headwind. A brand can be likened to a human being with 3 core attributes: A name, an identity, and an essence.When Outway rebranded, what changed was its name, not its essence and its identity.Raising money should be looked at as an accelerant not a way to keep yourself alive.Bring in a strategic group of investors. Strategic investors are people who share your values. If your goals are not aligned, it's generally a pathway to misery. You don't know what you don't know and the more you learn, the more you know you don't know.Bootstrapping will teach you the lessons you need to learn early on.You should listen to your guts.The more time in the game, the more you understand that patience is key.Make decisions thinking in the long term, not in the short term.Every time you level up in business, you are a beginner at a new level again.The secret to scaling is building and nurturing a world-class team.Today’s Guest:Rob Fraser is the founder and CEO of Outway.Outway is a brand that provides a wide range of bold performance socks.Connect and learn more about Rob Fraser and Outway here:Website: https://www.outway.com LinkedIn: https://calinkedin.com/in/robbfraser Twitter: https://www.twitter.com/robbfraser Rob Fraser's founding story: Ep 174: From Solo Operator to Multiple 7 Figures with Rob Fraser, Founder of Endūr https://bit.ly/3rZFa5QWe love our podcast community and listeners so much that we have decided to offer a free eCommerce Growth Plan for your brand! To learn more and how we can help, click here:upgrowthcommerce.com/growJoin our community and connect with other ecommerce brand owners and marketers!https://www.facebook.com/groups/secretstoscalingpodcast