Updated: Sept. 22, 2025
Originally Published: November 22, 2021
Effective rebranding can keep your business relevant with your target audiences and give you an edge over competitors. But how do you know when it’s time to re-evaluate your current brand strategy, and what are the signs that your brand needs updating?
Here are a few of the factors that usually lead to the need for a rebrand.
When to Rebrand
1) Acquisition or Merger
Rebranding often follows when one company acquires or merges with another. Factors you'll need to consider in this situation include:
- Do you build on existing market perception and bolster both brands, to retain the brand equity of each organization?
- Does one brand absorb the other and, if so, does the dominant brand absorb the other instantly or over time?
- Or do the two brands combine into a new entity with a new brand strategy?
2) Significant Changes to Business Strategy
Perhaps you’re adding a new product line, discontinuing a long-standing service, or gearing up to compete in a completely new vertical. This is a critical time to re-evaluate your brand strategy. It may rely too heavily on the service you’re sunsetting, or success in a new vertical may require a different direction entirely to appeal to new audiences – and, most likely involves a new set of competitors.
3) New Leadership
Turnover at the top of the organization can sometimes drive rebrands, whether it’s a new CEO or an entirely new leadership team. The new team might want to establish a new or fresh brand strategy and identity that reflects any significant business changes.
4) Competitors Catch Up to You
Sometimes competitors that have historically positioned themselves a certain way in the market change their position to compete more directly. When this happens, it's a good idea to re-evaluate your brand strategy to ensure it's still the most effective and authentic one for your business.
5) Outdated Visual Brand Identity
Your visual brand identity may become stale and outdated as design preferences change, competitors revamp their identities, and the market becomes more sophisticated.
If your brand identity no longer represents your organization's mission, business model or services – or even impedes your ability to attract your target audience – it’s time to rebrand.
Keep in mind that your visual brand identity should always grow organically from your overall brand strategy, so make sure that any visual changes align with it. Only then will you be able to develop a memorable, persuasive look and feel that leads to increased sales, greater brand affinity, and long-term growth.
6) Poor Reputation
Mishandled crises, poor online reviews, recurring bad PR, and leadership scandals can result in negative perceptions and bad reputations. In some cases, especially if multiple crises or negative experiences build over time, an organization simply can't recover. When this happens, rebrands are unavoidable and become urgent to help turn around sluggish or declining sales or even to head off bankruptcy. A new name and a completely revamped brand strategy might be the only way to shed poor brand perception and start fresh.
If none of these triggers apply, but it’s been more than two or three years since you last conducted formal brand strategy research, it’s a good time to do so. While you may be keeping up with competitors and market changes at a high level, dedicated brand research gives you the deep insights needed to either reinforce your existing strategy or uncover changes necessary to maintain a competitive advantage.
If your company is considering a rebrand for these or other reasons, Northwoods can help! Learn more about our brand strategy services or contact us today.
