A brutally honest guide for founders and teams - How to know when it’s time to evolve, and when to leave your brand alone.
Rebranding is risky. It takes time, energy, and if done well, a real investment. But it can also be one of the smartest, sharpest moves you’ll make.
This guide will help you get clear: Do you actually need a rebrand? Or is the issue elsewhere?
1. Your audience has changed, but your brand hasn’t.
You're no longer serving the same people, or solving the same problem. But your brand still speaks to a previous version of your business.
2. Your current brand feels generic or forgettable.
You blend in. You get confused with competitors. You’re not getting remembered after first impressions. (Salesforce found that it takes 6 to 8 touches to generate a viable sales lead.)
3. You’ve pivoted, but your brand stayed still.
Your product, service, or positioning has evolved. But your identity still looks and sounds like the old you.
4. Your team isn’t aligned, and it’s creating friction.
If your team can’t clearly explain what your brand does, who it’s for, or why it matters — you’ve got a problem. Without that shared clarity, internal comms get messy, execution slows down, and external messaging starts to drift.
5. You’re levelling up, and your brand needs to match the ambition.
You’re entering new markets, raising investment, launching something serious. You need a brand that opens doors before you walk in.
6. You’re undergoing a merger, acquisition, or major internal shift.
When the business structure changes, the brand usually has to follow. Otherwise, it’s mismatched.
7. Your brand system is broken, messy, or unusable.
If your team can’t apply it consistently, across decks, socials, product, packaging, it’s costing you time and trust.