A rebrand can be an amazing strategic investment… or it can be a distraction from the hard work of marketing. If done well, it can give your whole business a new sense of purpose. If done on the fly, it might just make your audience feel confused.

We’ve collectively helped hundreds of companies build and re-build their brands. Over the years, we’ve determined there are several symptoms that indicate your brand might be “broken” and need a fix.

Work through these questions to determine if a full rebrand is right for you — or if you’d be better off course-correcting with your existing brand.

Have you gone through a major strategy change?

Brand is your strategy incarnate. It’s how you show the world who you are, and who you intend to be. It isn’t the strategy itself — instead, it’s a representation of your business.

If you’ve gone through a recent strategy change, it might make sense to rebrand. You might find that your company’s values have shifted, along with your company’s mission. If you feel like your old brand doesn’t reflect these updates, it might be time for a change.

✅ Yes, I’ve changed strategy recently: —> Maybe think about your brand.

❌ No, my strategy hasn’t changed: —> Brand might not be your problem.

Have you grown out of the scrappy startup phase?

Do you have a team of 80 people, but does your website and brand look like it was made by an intern? It might be time for a business glow-up if you want to be taken seriously by your target audience.

✅ Yes, we’ve grown into a real business: —> Maybe think about your brand.

❌ No, we’re still small and we want to grow: —> Pump the brakes.

Is your pipeline full of tyre-kickers?

There’s nothing more frustrating than feeling like your offer is clear, only to have the market indicate you have work to do. If you’re struggling to articulate your value, a rebrand (particularly the strategic side of it) might help you get clarity.