When Is the Right Time to Rebrand?

Five Clear Signals

1. Strategy Shift: New product, market, or model.
2. Audience Drift: Declining relevance or misfit associations.
3. Visual Fatigue: Inconsistent assets, dated look.
4. Legal/Name Issues: Conflicts or trademark risk.
5. M&A/Spin‑out: New story to tell.

The Rebrand Ladder

• Refresh: Palette/type tidy
• Reframe: New narrative
• Rename: Rare, high‑impact
• Replatform: Systems overhaul

Risk & ROI

Protect equity by retaining distinctive assets users recognise. Stage rollout to reduce shock.

FAQ

Q1. How often to rebrand? When strategy changes—not on a calendar.
Q2. What costs most? Inertia and inconsistency.