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Time to rebrand? 4 signs it’s time to rebrand your small business

08 November 2022 • Filed under Branding

Lately I’ve been noticing there’s a new trend in the small business world: rebranding frequently. Don’t get me wrong, rebranding is a fundamental action for a business to evolve towards a new direction sometimes. But rebranding too frequently and with no real purpose, can only confuse your audience and make you look less professional. Not to mention branding should make you memorable. If you keep changing the way your brand is perceived, it will be ever more difficult to be remembered. But, as mentioned, sometimes rebranding is the only way to grow, so: when is the right time to rebrand? What signs to look for in your small business?

Before we jump straight into this topic, a necessary clarification: although my area of expertise is brand design, rebranding a business doesn’t end with changing your logo and colors. Branding is the way your entire brand is perceived, and everything in the way your brand is presented should feel coherent and coordinated. I’m talking about your brand’s visual identity as much as your brand’s tone of voice, copywriting, photography, and all the different assets that compose your brand’s personality. The only way to stay coherent in this process is having a clear vision and mission. Therefore don’t forget to always start from your brand strategy when you decide it’s time to rebrand your business.

4 signs it’s time to rebrand your small business

  1. Your target audience has changed
  2. Your initial branding was on a budget/temporary
  3. Your branding doesn’t reflect your price point
  4. Your branding doesn’t reflect your values
Time to rebrand? 4 signs it’s time to rebrand your small business

1. Your target audience has changed

The very first noticeable sign it’s time to rebrand is usually the difficulty of targeting the right audience. If you’re not working with your ideal clientele anymore, then your branding might be the reason. You might be attracting the wrong type of target.

This is one of the few cases where I’d recommend a radical rebrand. Focus on your new ideal target. Do a deep audience research. Start building a brand that speaks to the right audience, starting from your logo and brand’s image, and moving forwards to every small aspect of your communication.

2. Your initial branding was on a budget/temporary

When you’re just starting out your small business, it’s easy to neglect some aspects of your branding because you’re on a tight budget. You might have saved on your brand design or your copywriting, or maybe even on your entire brand’s strategy. What worked when you just started out, might not be working for you anymore. 

You might want to bring your business to the next level, look more professional, raise your prices. And this can’t be done if your branding looks off or improvised. This is the time to consider a rebrand, maybe not that drastic – keep what works and renew what doesn’t.

3. Your branding doesn’t reflect your price point

Branding is the way your brand is perceived. It can be difficult to charge premium prices if your branding isn’t cohesive and doesn’t reflect your price point.

The right colors, fonts, web and brand design can help you raise your prices confidently and communicate that you offer premium services or products. In this case a rebrand can help you reposition your brand and charge what you’re worth.

4. Your branding doesn’t reflect your values

If you run a personal brand or a small business, your vision and mission might have changed during the years. This is completely normal: as humans, we change and evolve all the time. And our brands do the exact same.

Aligning to your new values might not be possible with a brand you’ve shaped to meet a different vision years ago. If you feel like your values are not visible enough, or your branding is completely misaligned, then this is your sign it’s time for an overhaul.


Deciding to rebrand your business is a decision not to be taken too easily. But sometimes it’s highly necessary to avoid feeling stuck and never moving forward as a small business owner. Hopefully this post gave you some inputs to understand when it’s really time to rebrand your business, and do it with purpose.

Ready for a rebrand?

In the past 5 years I’ve specialised in branding and web design for small business owners and creatives. I can help you craft a memorable branded experience through unique, hand-crafted brand and web design. Ready to get started? Let’s chat about your project!

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