Is It Time to Rebrand? What to Keep, What to Let Go, and How to Know the Difference
Whether you’ve been in business for 2 years or 20, there comes a moment when you look at your brand and think:
“Does this still fit me?”
Maybe your logo feels dated.
Maybe your business name doesn’t feel right anymore.
Maybe your entire brand identity feels like it belongs to a past version of yourself.
This is where a rebrand comes into the picture. But let’s be clear:
👏 A rebrand doesn’t always mean a name change. 👏
It might — but it also might mean refining your logo, updating your brand voice, tweaking your colour palette, or evolving your messaging to attract the right people.
Let’s break down when to keep what you’ve got, when to evolve, and when to start fresh.
What is a rebrand anyway?
A rebrand can include:
A logo refresh (modernizing, simplifying, or making it more strategic)
Shifting your tone of voice or copy
Updating your visual identity (colours, fonts, design system)
Rewriting your brand story
A business name change (but only if it’s really needed and then of course that leads to updated logos)
Whether you’re 1 year in or 15, a rebrand is about alignment — making sure your brand matches where your business is now, and where you want to go next.
For the 10+ Year Business Owners...
You’ve built something that works. You’re known. You’re trusted. But that also means:
Your visuals might not reflect the quality of your service anymore.
Your business has evolved past your original logo, name, or messaging.
Your market may have shifted — and your brand hasn’t kept up.
When to keep your current branding:
Your name is highly recognized and still aligns with your business.
You’ve got solid brand equity — clients know you and refer you by name.
Your logo/icon has legacy value and just needs a modern refresh.
When it’s time to let go:
You’re embarrassed by your logo or branding.
Your name limits you (“Jen’s Lashes” but you now run a full medspa).
You’ve outgrown your original messaging, niche, or ideal client.
For the 1–2 Year Business Owners...
You’ve got just enough experience to know what’s working and what’s not. This is a sweet spot for rebranding because you’re still early enough that a change won’t disrupt your audience or searchability.
When to keep what you’ve got:
Your name and vibe still align with your long-term vision.
You’re still testing your positioning and don’t want to rush a major shift.
When it’s time to make a move:
You DIY’d everything and it feels off (aesthetically, strategically, or both).
You feel disconnected from your visuals or messaging.
You’re not attracting the right clients or worse, you’re attracting everyone.
Rebranding early on can actually save you time and money later — before your brand gets too cemented.
A Quick Reality Check: Name Change ≠ Rebrand.
But sometimes it is the right call.
Changing your business name is a big decision, but it can be the right one if:
The name is confusing, too generic, or doesn’t hint at what you do.
It limits your growth or makes you sound smaller than you are.
You’ve changed industries, services, or your whole business model.
If your name still works but the look and feel is wrong?
That’s a refresh, not a total reinvention.
Questions to Ask Yourself Before Rebranding
Do I feel proud of how my brand looks and sounds?
Is my brand attracting the right type of clients?
Am I clear on where I want this business to go?
Does my current brand help me get there or hold me back?
What feedback do I hear from clients and do I like it?
What to Keep vs. What to Ditch in a Rebrand
Business Name
👉 Keep it if it's memorable, relevant, and still aligned with your services.
🚫 Ditch it if it's confusing, too niche, or no longer represents your business.
Logo or Icon
👉 Keep it if it's recognizable and just needs a refresh or modernization.
🚫 Ditch it if it looks dated, unprofessional, or no longer matches your direction.
Brand Colours + Fonts
👉 Keep them if they still support the tone and style of your brand.
🚫 Ditch them if they feel amateur, inconsistent, or no longer reflect your vibe.
Messaging + Copy
👉 Keep it if it clearly speaks to your dream clients and feels aligned.
🚫 Ditch it if you’re constantly having to explain what you actually do.
Your Brand Is Not Set in Stone
Your brand should evolve as your business grows. That doesn’t make your original branding a mistake it served you at one point. But the longer you wait to evolve, the harder (and more expensive) it can be to catch up later.
Whether you’re thinking about a new logo, a tone-of-voice upgrade, or yes, even a new name, don’t let nostalgia hold your brand back.
