Anyone done a rebrand for a long-standing SaaS? Looking for the gotchas and success stories!

Been running the same SaaS for 12+ years. It started as a very niche tool for a very specific audience, and the brand name reflects that, which was fine when we only had one customer type in mind.

The problem: the product has grown well beyond that original niche. We now serve a broader market but the name and brand identity actively work against us. We hear it in the support tickets. We see it in the hesitation. People assume we're not for them before they even look.

I've been putting off a rebrand for years because the risks feel enormous:

• Years of SEO equity baked into a name/domain
• Existing customers who know and trust the current brand
• The operational cost of actually doing it (not just a logo, but docs, integrations, email, payment switchovers and chargebacks...)
• The fear that we blow up what's working trying to fix something that's just... limiting

We're now at the point where staying put feels riskier than moving, but I'd really value hearing from founders who've actually done this.