As a brand designer, I get asked this question a lot, “I think it may be time to rebrand but I’m not sure. How do I know?” There are a few warning signs that it’s time to revive life back into your brand. However, before we can decide if it’s time or not — we need to understand what a brand is. No, it’s not just your logo, color palette, and a website.

A brand has three major parts:

Design Elements (what most people think of when they hear the word ‘brand’): Logos, patterns, fonts, submark, photographic style, website, etc.

Mission, Vision, and Core Values: What does your business stands for, why did you started it, and how it’s making an impact in your clients life?

Personality/Making Connections: The personality behind your business. Ask yourself this, “If my business was a cocktail party, how would he/she act?”

Now, that we have a birds-eye-view of what a brand is — how do we know if it’s time to rebrand?

How to know if it’s time to rebrand

If you’re changing directions of what you’re offering

When you create a brand your audience starts to associate that your overall brand or name. Jessica Alba, for example, when you hear her name, what do you automatically think? Her product line called The Honest Company. She’s done a fantastic job branding herself as the face of her company.

If you decided you want to change what you’re selling or offering then it’s time to rebrand. If Jessica Alba went from selling non-toxic household and baby products today and started selling dog treats tomorrow you would definitely be a little confused. However, you also wouldn’t associate The Honest Company with dog treats.

I’ve recently rebranded as I was going to launch a new product line and felt this was the right time to make the change. Another reason was that my previous business name started being used more and more by other people (bloggers, influencers, etc.) and businesses. I wanted to be unique and stand out from the rest. — Rosanne Hertogh, Sololu

When your brand design/identity is not cohesive

If we looked at your website, Facebook page, Instagram, business card, welcome kit, etc. we should be able to tell they are all the same business and brand. Meaning, your website should have a pink and blue color palette, your business card green and orange, and your Facebook page is still using your old logo from three years ago. Everything needs to be cohesive.

I thought rebranding was important when things didn’t look shiny or attractive enough. When everything looked disjointed and profiles, business cards, website, posters etc. didn’t look like they’re coming from the same place! And when I decided to get serious about my business! — Vasiliki Prestidge, Greek To Me Translations

If your brand identity doesn’t reflect you

If you feel like your brand doesn’t match how you feel about yourself or doesn’t reflect your own personality then it’s time to rebrand. People change over time — you grow up and mature, so if you started your business years ago then it may not reflect who you are today.

I recently changed the name of my brand, which meant restructuring the entire aesthetic and brand identity. I decided to make the change mainly because my initial brand name wouldn’t come across as an online studio. I felt like I needed a new brand name that could reflect my style and aesthetic so much better. It ended up portraying not just my aesthetic, but my brand values and brand DNA so much better. Overall, the rebranding helped me make my ideas, services and basically everything else more cohesive. I had a much clearer direction after rebranding, which is a daily motivation for me to keep working and be more serious about launching my solopreneur business. — Martha Ignacio

If you’re wondering if it’s time to rebrand — then more than likely it is time

It’s one of those ‘trust your gut’ situations. If something feels off in your brand to you — then it probably is. Having low confidence in business can be a symptom of not having a brand identity that looks and feels like the professional that you are.  Keep in mind, your brand visuals are typically your first impression to potential clients so you want to put your best foot forward.

I feel like it’s one of those “if you’re wondering if its time, its probably time” things. I recently rebranded (start of this year) and I knew it was time, because my business had grown and my old logo just wasn’t fitting with what I wanted to grow in to, and it wasn’t something I wanted to plaster all over a shiny new website with my new prices and refreshed folio.

I do think if you find yourself wondering if it’s time for a new logo, or if your thinking about how to know if its time, that’s probably a sign in itself. — Stacie Lee, Tiny Mountain Studio

Time To Rebrand?

Investing in a brand identity is a powerful way to strengthen your business, find clarity, and start turning your vision of success into reality. If you think it’s time to brand your business or possibly start a rebrand then download the free Brand Checklist I created for you. It’ll get you headed in the right direction before you invest. It includes a plan-of-action and what questions to ask yourself. Grab the free checklist here.