Rebranding: When (and When Not) to Do It

Rebranding is tempting when growth stalls, but it's a big move. Done for the right reasons it's powerful; done for the wrong ones it throws away hard-won recognition.

Good reasons to rebrand

• Your brand no longer matches who you serve
• You've outgrown a name or look that limits you
• You're blending in when you need to stand out
• A merger or major shift in direction

Poor reasons

• You're simply bored of the logo
• A short-term dip in sales
• Chasing a trend that will date fast

The middle path

Often you don't need a full rebrand — a refresh of your identity and messaging gets the benefit without discarding recognition. Start by asking what problem you're really trying to solve.