For many growing businesses, a rebrand is part of the cycle. While there are many reasons a business may choose to rebrand, it’s not always easy to see them from the inside.

Choosing to rebrand isn’t easy, but it’s necessary when your business hits a wall and needs a refresh for continued success.

What is a rebrand?

A rebrand is the process of redesigning how a business or product is perceived by consumers. It may include everything from redoing the name, logo, tagline and assets to small changes in vision, mission or website.

Most rebrands begin as you’d expect—from current brand perceptions. Maybe your brand has a negative association with certain consumers, or you’re expanding in a way that no longer makes sense with your current branding strategy.

Even the strongest brands are subject to market shifts, rapid changes among consumers, and other external forces. In most cases, a brand is only fresh for five to 10 years.

It isn’t a question of whether you need to rebrand as much as when you need to rebrand, but it’s still vital to embark on this process at the right time.

5 signs it’s time to rebrand

1. Your brand doesn’t reflect your vision

A brand name is a big part of developing a recognizable and long-lasting brand. If your name is less than ideal, especially with the passage of time or cultural shifts, it’s the perfect time for a rebrand.