How To Know If It’s Time To Rebrand Your Business And How to Start the Process

For many business owners and marketers the idea of a rebrand can be daunting. Every part of a brand’s presence reflects an established, cohesive identity that should be alluring and beautiful. It should feel as personal as the clothes you wear, and resonate with hundreds or thousands of people, across countries and cultures. Creating this isn’t easy, but the emotional response generated by a strong brand identity can be invaluable.


Your brand is the face, the voice of your business, and the thought of reshaping its identity can be an intimidating one. On the other hand, a rebrand can serve as a much needed new beginning. Whether to reflect your company’s recent growth or to better connect with a changing target audience, rebranding can be the remedy that keeps your company relevant in the marketplace. But it can be difficult to pinpoint when your business should take the leap to start the rebranding process.

Before we help you determine if your business could benefit from a rebrand, let’s take a look at what business rebrands really are — and what it takes to execute them.


What is a business rebrand?

When a business undergoes a rebrand, it changes or refreshes its brand identity to transform public perception. A rebrand can reinvent the visual design (logo, color palette, typography, imagery, icons, etc.), as well as the messaging (company name, value proposition, slogan, voice, tone, etc.) of the brand across every channel. Like website redesigns, company rebrands are typically initiated and shaped by business goals and market realities.

Some rebrands are subtle and don’t necessarily require a total overhaul. This is often referred to as a “brand refresh,” which updates the visual elements of a brand to give it a new look while still maintaining a connection to the original identity. However, no matter the extent of the rebrand, any and all elements you alter should be examined within the context of your business goals.

If successful, a rebrand of any form can reinvigorate your business, improve brand recognition, and catapult you above the competition, ultimately enhancing brand equity and loyalty. So how do you know when it’s time for a rebrand? Here are some questions to consider:

Has your business evolved?

When it comes to the survival of the fittest, your business must evolve to stay ahead. Yet no matter how much change you go through, your brand should still reflect the business you are today. For instance, if the name of your brand is product-specific and your product offerings have changed, you might want to consider a new name so your audience understands what you offer. Or, maybe you’re going after a new target audience all together. In that case, the design and messaging of your brand should work to help you appeal to them. Whether it’s your audience, product offerings or mission, if your business model has significantly changed, your brand will need to change along with it.

Is your brand lacking a strong message?

Your brand should have a cohesive identity that clearly encompasses your company mission, vision and values. This identity should be easily identifiable and consistent throughout your messaging and design across channels (e.g., website, sales materials, email signature and more). If your employees aren’t able to easily articulate what your business does and the value you offer, the public won’t be able to either, and a rebrand may be needed to help you refocus your point of view.

Are you facing tough competition?

As new companies enter an industry sector, it’s easy to mimic the model or look of existing businesses. This can make it hard for your brand to stand out from the crowd. If you’re finding it difficult to differentiate your business from your competitors, or feel like you’re falling out of step with current design trends, a rebranding could help you reclaim your position in the market.

When executed under the right circumstances, a rebrand can breathe new life into your business and ultimately help you become a leader in your industry. At White Design Lab, we understand how to create recognizable strong identities. Get in touch with our team of branding experts to learn how we can do the same for you.

Lindi Harrison

Founder of White Design Lab, Lindi oversees the creative and digital teams, and client accounts. She drives the agency, offers advice and guidance, and loves to share best practice insights to help businesses achieve sustainable growth and success.