10 Signs You Should Invest in a New Brand

At Kitestring, we always say that a brand is more than just a logo. It’s an experience. Your brand includes everything from your unique value proposition, messaging, offerings, and how your customers see you.

Whether your brand needs a light refresh or a total facelift, making the decision to update requires a lot of careful thought. Rebranding is a big investment and, let’s be honest, change can be scary. After all, there are winning rebrands (see Old Spice) and then there are those that miss the mark (sorry, Tropicana).

So how do you know when it’s the right time for a change? Here’s how to recognize the signs that tell you it’s time to consider a new brand.

  1. Have you outgrown your current brand?
    You’ve expanded your business over the years and scaled up. Congratulations! Now you need a new brand that can support your growth and show off your legacy.
  2. Have your goals, message, or purpose changed?
    The growth of your company means that your offerings may have changed over time and your company operates differently than when you started out. That’s okay! If your current brand no longer represents what you do or who you are, it’s time to rebrand.
  3. Are you feeling invisible?
    A new brand can help you stand out in a crowded marketplace. What can you offer customers that your competitors can’t? A rebrand can highlight these points of difference allowing you to connect with new customers and increase your sales.
  4. Losing your customers to the competition?
    If your sales are down because your competitors have poached your customers, a rebrand could be just the thing you need to lure them back and gain new customers too.
  5. Not attracting the customers you want?
    If your ideal customer isn’t buying your products or services, it’s time to consider a change.
  6. Has your brand been adopted by an unlikely (and unwanted) crowd?
    It happens! Just look at luxury fashion house, Burberry. When their brand became associated with British street gangs in the early 2000s, the company knew it was time to regain focus. The result? One of the best comeback stories in the history of branding.
  7. Stuck in the past?
    A brand that uses dated fonts, colours, and photography styles can cause potential customers to see your company as old-fashioned and not forward thinking. A refresh could be just what you need to modernize and breathe new life into your brand.
  8. Have you undergone recent structural changes?
    Ownership changes and mergers may make a rebrand necessary.
  9. Looking to repair your reputation?
    A bad reputation can cause people to have negative associations with your brand no matter you do to try and earn their trust back. But all hope isn’t lost! A new brand can represent a new start for your company as well as communicate that you’ve listened to customer feedback and are willing to learn from your mistakes.
  10. Need a change?
    We get it. Sometimes you just need a change and that’s reason enough to get the ball rolling on a rebrand. It’s important, however, to really dig deep to understand why you need to rebrand so you’re not just changing for the sake of change.

Considering a new brand is a decision that shouldn’t be taken lightly. Not only is it an investment, but it’s also an adjustment for your customers, employees, and stakeholders. That’s why you need a dedicated agency that can help you navigate the world of branding every step of the way. And that’s where we come in.

Want to chat about whether a light or full rebrand is right for your business? No problem. We’re happy to help find a solution that’s right for you.

P.S. You can take a peek at one of our rebrand projects here.



We create brands centred around listening to the client, based on audience research, and created with executable strategies. Our process, your story, and rousing creativity come together to create identities that speak directly to your audience.

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