IN-HOUSE REBRANDING : How Branding Is The New Competitive Edge In VC Support
When I left the med-tech company I co-founded, I had no idea what was next. To be very honest, venture capital wasn’t even on my radar. Previously to that I had spent more than a decade in beauty and fashion-tech, so it didn’t seem like the obvious next step. But then I found Breega. And everything changed.
Breega wasn’t just another VC firm. It was different. Instead of looking for someone with a traditional background, they valued an entrepreneurial mindset, creativity, and a builder mentality. That’s what drew me in.
Two years into my journey, we realized something: our brand no longer reflected who we had become. Breega had grown, evolved, and made its mark, yet our visual identity and messaging were stuck in the past. It had served us well, but the world had moved on, and so had we!
And that’s when the rebranding journey began. In this article, I’ll take you behind the scenes of our process — sharing the challenges we faced, the strategies we used, and giving you some of the tips, tricks, and templates that helped us transform our brand. You’ll be able to apply them to your own journey and take your brand to the next level.
Our rebranding was a thrilling challenge, but there was one catch — we had to do it in-house, with almost no budget (yes, really). We handled almost everything ourselves, from brainstorming the new visual identity to creating our messaging, diving deep into the heart of what Breega had become. However, there were a few areas where we needed some serious muscle. For the technical aspects — where precision and expertise were crucial — we partnered with Archemia. They helped us bring our vision to life on a digital scale, ensuring our brand’s transformation was technically flawless.
I joked with our CEO that he might need to foot the bill for my Botox, knowing the stress would be intense — and so would the wrinkles! What I didn’t expect was that this project would become one of the most exciting and rewarding challenges of my career — almost as much as building my own startup brand.
The truth is, behind the fear of stepping into the unknown, lies true greatness.
It’s in the moments that make us anxious, uncertain, or stretched that we find the greatest growth. The same way founders take the leap and embrace the chaos of building something new, we did too — knowing that the path to something extraordinary is paved with discomfort and risk. And it’s in that discomfort that we discovered not just how far we could go, but how much more we were capable of achieving.
I recall the kick-off meeting with my team as if it was yesterday: it was just before the summer break, I told — Kyra our Content Manager and Tania our Brand & Events specialist:
“This is going to be one hell of a ride. There will be laughter, adrenaline, stress, and probably some tears. But if we get it right, we’ll be proud beyond words. And that feeling? It will be priceless.”
This was the moment. What started as a creative challenge quickly became something bigger — a chance to prove that in an industry where differentiation is rare and VC funds often blur into one another, branding isn’t just about aesthetics. It’s a strategic lever, a way to stand out with clarity and purpose in a space where everyone follows the same path.
Why branding matters more than ever in VC
At first, not everyone really understood the direct value in branding.
Some portfolio founders — and even some of our own board members — questioned its impact. If you think about it, in a world where everything is measured by hard metrics, how do you quantify the impalpable, the intangible…. the emotion?
Branding is the bridge between a company’s values and its audience, creating connections that are felt, not just counted. It taps into the human element of business — the stories, the passion, the energy — that resonate with customers, partners, and investors alike. This emotional bond is just as critical as the numbers in driving long-term success.
It’s also not just about looking good — it’s about defining who you are, what you stand for, and how you connect with the world. A strong brand isn’t just a ‘nice to have’; it’s a strategic asset that drives differentiation, credibility, and ultimately, success.
A well-crafted brand draws in the right founders, LPs, and talent, fostering long-term trust. In an industry where differentiation is becoming more challenging, branding is emerging as a powerful competitive advantage in venture capital — complementing performance with a unique identity that sets you apart.
Crafting our identity: from visuals to voice
Rebranding is harder than branding. When you start from scratch, you have total freedom. But when you’re evolving an existing brand, you’re working with history, legacy, and a whole lot of opinions.
One thing was certain: our neon green was staying. It was bold, it made us stand out, and it had become synonymous with Breega.
The challenge? Making sure it wasn’t just a gimmick. The solution came unexpectedly — from a design we had created for Wimbletech, our European VC padel tournament we hosted last summer in London.
That visual was a smash — we hit maximum attendance within hours. We took that inspiration — neon green balanced with dark green and crisp white — and built Breega’s new visual identity around it.
But branding isn’t just about colors. We needed to define Breega’s personality.
Was Breega a Hero? A Rebel? A Maverick? We debated endlessly.
To bring clarity, we built our own Brand Personality Matrix — mapping out the pros, cons, and trade-offs of each choice.
See below the template we created internally:
Would one persona resonate more with founders? Would another make us bolder but less relatable? Could a daring tone set us apart while alienating some?
The matrix forced us to be intentional.
We didn’t just choose a personality — we owned it. We knew when to amplify it and when to dial it back. Because that’s what branding is all about: deliberate choices that shape perception. And in the end, we crafted an identity that felt unapologetically, unmistakably Breega.
Then came the tagline. And let me tell you — that was one hell of a creative roller coaster!
We brainstormed close to 30 versions. Naming something is HARD.
The deeper you go, the harder it is to decide.
That’s when we created another key tool: The Tagline Scorecard.
It forced us to rank our options objectively and prioritize what mattered most.
We scored each contender based on clarity, uniqueness, emotional impact, and alignment with Breega’s mission. Back for the Future didn’t tick every box perfectly — it scored 5/7 — but that was the point.
Make no mistake, in this exercise, if you try to check every box, you end up with something watered down. Great branding requires bold choices.
And finally, we landed on it: Back for the Future
“Back” → Because backing founders is at the core of what we do — not just with capital, but with hands-on support. Our Scaling Squad rolls up its sleeves, bringing expertise, tactical insights, and a deep commitment to help founders optimize operations and scale with confidence.
“The Future” → Because we believe the future is being built through tech, and we invest in the bold ideas shaping tomorrow.
And the nod to Back to the Future? That was intentional. If you grew up watching that movie, you know the thrill of hearing Doc Brown say:
“The future is whatever you make it… so make it a good one.”
That’s exactly what we believe at Breega.
The bigger picture: why branding will be VC’s next competitive edge in portfolio support
Most VCs support their portfolio’s Marketing & Communications in the same ways — PR pushes and agency introductions. That is, if they even have a team of operators to help scale.
While those have their place, they’re not a foundation. What happens when the news cycle moves on? What keeps people coming back? How do you help your portfolio companies own their narrative instead of relying on fleeting media coverage?
The answer: a strong, in-house brand.
A company with a clear, compelling identity doesn’t wait for visibility — it creates it.
It doesn’t depend on borrowed audiences; it builds its own. And in today’s world, the real power lies in building a community and taking control of your narrative.
At Breega, we didn’t just chase attention — we built something magnetic. A brand that speaks for itself, drawing in the right founders, LPs, and talent organically. Because when you own your story, you don’t wait for opportunities — you create them.
The future of VC support isn’t just about writing checks. At Breega, we’ve known this from day one — it’s the foundation of how we operate. It’s about giving founders the tools to build something undeniable. The strongest companies aren’t just the most profitable — they’re the ones that define their category, set the tone, and become the reference.
And that takes more than product, traction, or press.
It takes a brand people believe in.
If this resonates with you, if it sparks something — then I’ve made my case. This is exactly what we do at Breega.
If you’re ready to build a brand that doesn’t just get attention but commands it, that doesn’t just lead a category but redefines it?
We’re here to make it happen.
