A rebrand is expensive, disruptive, and occasionally exactly what a company needs. The trouble is how often it gets proposed for problems it cannot solve.
Symptoms that are not brand problems
- Sales are down and nobody has looked at why.
- The leadership team is bored of the logo.
- A competitor launched something and it looked nice.
- The website is hard to use.
A new identity does not fix a broken funnel, an unclear product, or a checkout that loses people on step three. It just makes the same problems arrive in nicer packaging.
When it is the right call
The business has genuinely changed what it sells or who it sells to. The name carries baggage the company no longer wants. Two merged companies are still operating as two. Those are structural mismatches, and identity work is the correct tool.
“Change the brand when the story changed. Not when the story got boring to the people telling it.”
Before committing, write the sentence that will explain the change to existing customers. If that sentence is hard to write, the reason is probably not strong enough yet.
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