We renamed our SaaS from LinkedCraft to Postessia — here's what forced the decision
We renamed our SaaS from LinkedCraft to Postessia — here's what forced the decision
What I shipped:
Complete rebrand — new name, new domain (postessia.in), updated positioning, new logo assets.
Revenue: Pre-launch. First paid users targeting July 1.
The real reason for the rename:
LinkedCraft had "Linked" in the name.
LinkedIn is a registered trademark. Using it in your product name — even indirectly — puts you in legal grey territory. The risk: a C&D letter that forces you to rebrand under pressure, lose domain authority, confuse early users, and restart from zero.
I didn't want to build a user base on a name I didn't legally own the right to use.
So I made the call at pre-launch stage — the cheapest possible moment to do it.
What I learned:
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Validate your name legally before you brand anything. Check trademark databases. If your name contains another brand's name — even partially — you're exposed.
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Pre-launch is the only "free" rebrand window. Post users, post content, post backlinks — every day you wait makes the rebrand more expensive.
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The name change surfaced deeper product clarity. "Postesia" = posts + ease. The positioning sharpened: we're not a LinkedIn tool. We're a content voice engine that happens to publish to LinkedIn.
What's next:
• July 1 launch with early agency users
• Targeting ₹1L MRR by December 2026
• Stack: Next.js + Supabase + Vercel + Claude Haiku
If you're building a niche SaaS in India — happy to trade notes.
What's one naming/branding decision you wish you'd made earlier?
You made the right call at the only time it's cheap. I just went through a rebrand of a company I'd run for almost 20 years, and the painful part is never the logo, it's the equity you've stacked up: SEO, word of mouth, the name people already type from muscle memory. At pre-launch that equity is basically zero, so the trademark risk is all downside and nothing to lose by fixing it. Two things from the other side of this. Naming yourself after a platform (LinkedCraft) isn't just a trademark problem, it's a dependency problem. If LinkedIn changes its API or policy, your brand is hostage to a company that doesn't know you exist, so the rename de-risks more than the legal angle. Second, you're on postessia.in. Before you spend another dollar on brand assets, try to lock the trademark and the .com. A name you can't fully own is the same problem you just escaped wearing a different shirt.
Incredibly valuable perspective, Gregory! You are 100% right about the dependency problem—being hostage to an API shift is terrifying. Also, point taken on the .com and trademark. We are treating the .in as a starting pad, but locking down the broader brand assets is definitely next on our checklist before scaling up spending
Making the call at the pre-launch stage is an incredibly smart move. It takes some serious ego-death to throw away a domain and name you've probably grown attached to, but dodging a Cease & Desist (C&D) letter down the line is a massive win.
I've seen so many indie hackers get their payment gateways or domains frozen by tech giants because they used "Linked", "GPT", or "Insta" in their naming, only to lose all SEO authority overnight. You essentially bought yourself legal insurance at the cheapest possible moment.
Plus, "Postessia" actually sounds much more independent and less like a parasite app on LinkedIn's ecosystem. It gives you room to expand to other platforms later without feeling restricted.
Best of luck on the July 1st launch, man!
Spot on, zhenchua! The fear of having payment gateways or SEO wiped overnight was exactly what pushed us to pull the trigger now. Treating it as 'legal insurance' is the perfect way to look at it. Plus, you hit the nail on the head-breaking free from the 'parasite app' label opens up so many doors for the future!
The part I kept coming back to wasn't the trademark issue.
It was that a naming decision ended up changing how you describe the product.
That feels bigger than a rebrand.
Exactly, Aryan! It's wild how a simple name change forces you to look at your product under a microscope. Moving from 'just another Linkedin tool' to a 'content voice engine' completely changed our internal roadmap and how we talk about our value. It really does feel much deeper than a coat of paint.
That's the part I'd find most interesting.
Not that the name changed the description.
That the description seems to have changed what the product is trying to become.
Those don't always move together.