What is Rebranding?

Consider rebranding when: your brand no longer reflects your business, you've merged or acquired another company, you're entering new markets, your brand has negative associations, or your visual identity is severely outdated. Don't rebrand just because you're bored with your logo.

Costs vary wildly: $5,000-$25,000 for small businesses (new logo, basic materials), $50,000-$250,000+ for larger operations needing signage, vehicles, packaging, and marketing campaigns. Factor in the hidden cost of lost recognition during transition.

Communicate proactively, tell customers why you're changing and what's staying the same (values, service, people). Transition gradually when possible. Keep some recognizable elements if appropriate. Make the change feel like evolution, not abandonment.

Only if necessary. Name changes are the most disruptive type of rebrand, you lose search equity, recognition, and potentially confuse customers. Refresh your visual identity first unless your name is fundamentally problematic.

Strategy and design: 2-6 months. Implementation: 3-12 months depending on scope (signage, vehicles, collateral). Full market recognition recovery: 1-2+ years. Don't rush, a poorly planned rebrand wastes the investment.