When to rebrand: 7 signs it is time (and when not to)

A rebrand can give a business new energy, or waste money and confuse loyal customers. The key is knowing why you are doing it. These are the signs we see most often when clients come to us.

7 signs it is time to rebrand

1. Your business changed. New services, a new market or a new price level that the old brand does not reflect.
2. You look outdated. Competitors look modern and your brand looks like it is from another decade.
3. Your brand is inconsistent. Different logos, colors and fonts everywhere, because there were never clear rules.
4. The logo fails on screens. It is unreadable as a favicon, app icon or social profile picture.
5. You are attracting the wrong customers. People expect cheaper or different work than you offer.
6. You merged, split or renamed. The identity needs to reflect the new company.
7. Legal or reputation issues. A trademark conflict or a damaged reputation forces a change.

Refresh or full rebrand?

When not to rebrand

• You are simply bored of the logo. Customers see it far less than you do.
• Sales are down for reasons unrelated to the brand, like price or product.
• You cannot afford to update everything: website, signs, packaging and profiles.

From the studio: most small businesses that ask for a rebrand actually need a refresh plus clear brand guidelines. It keeps recognition and fixes the inconsistency that made the brand feel weak.

How to plan a rebrand

1. Write down what changed and what the new brand must communicate.
2. Decide what to keep: name, colors, symbol.
3. Brief a designer. See how to write a logo brief.
4. Roll out everywhere at once and document it in brand guidelines.

Related guides

• What are brand guidelines
• How to write a logo brief
• Our logo redesign service