Rebranding is the process of changing the image of a business or organization, this can be done by changing the business name, symbol, vision, values and target audience. The idea behind rebranding is to create a different identity for a brand, from its competitors, in the market.

Signs that your business needs a rebrand. 

  • Your brand name is no longer a reflection of your business. 

This is one of the most obvious signs that your business needs a rebrand, a strong name is the foundation of your brand. 

Maybe the name that you picked out for your brand many years ago no longer represents what your brand is about. 

It’s essential that your brand name is unique and memorable. 

  • Your audience has changed

If you realize that your brand no longer speaks to your audience it’s a sign that you might need to rebrand. 

It’s important that you review your target audience and audience persona regularly to assess if your brand is still resonating with the right audience. 

Statistics say that over the years the buyer audience of a a business will shift and these new buyers will have different needs from your previous audience and your business will need to shift to adjust to these changes. 

  • There’s no difference between you and your competitors 

When your business starts to look like every other business out there, that’s a sure sign that you need to rebrand. 

Your business should have a key differentiator. And when you don’t have this, sales and business growth can be extremely challenging.

A rebrand can help you identify and redefine your key differentiators, including your competitive advantage.

  • You’ve outgrown your business 

As a business owner there will definitely come a time when you have outgrown your businesses monotony. 

When rebranding to accommodate growth you don’t have to leave all of your old brand behind, there are some strengths that you’d want to carry forward with you . 

  • You need to disassociate your business from negative perceptions 

Another sign of when to rebrand is that you need to disassociate your brand from a negative image. 

Because of social media it is very easy for any misstep that your business makes to travel far and wide. 

When this happens, rebranding is an effective remedy. You’ll have to carry out an internal brand audit to assess how deeply the association runs. 

An audit of your brand’s touchpoints will provide important insights into precisely where the negative perceptions lie.

Negative perceptions can be difficult for a company to untangle itself from, and rebranding is often the only viable way to move forward.


These signs are a few indications that you need to rebrand. Having a clearly defined brand strategy will also help you gauge whether your business is on or off track with your goals.