Do you need a rebrand?

A rebrand checklist is a set of signals that indicate whether your brand needs a rebrand. It typically covers whether you've outgrown your name, whether the brand looks dated or indistinct, whether you've pivoted or merged, and whether the identity is inconsistent. If several items apply, it's a strong sign you're due for more than a refresh.

A refresh evolves what you have while keeping the equity — updated logo, color, and type. A rebrand replaces the foundation: name, positioning, identity, and how you show up. As a rule of thumb, if the problem is how the brand looks, you may only need a refresh; if the problem is what the brand means or who it attracts, you likely need a rebrand.

A brand audit checklist reviews the health of your brand across positioning, identity, consistency, and visibility. The rebrand checklist on this page works as a quick brand audit — each item you check is a flag that part of your brand isn't working.

There's no exact threshold, but a useful read: 1–2 checked items usually means a refresh or targeted fixes; 3–5 means real rebrand signals worth diagnosing; 6 or more means a rebrand is likely overdue. The point isn't the number — it's which items, since a name or positioning problem outweighs a visual one.

No. Many rebrands keep the name and change everything around it — positioning, identity, messaging, and experience. A name change is only warranted when the name itself is the liability (hard to find, misleading, legally constrained, or tied to a market you've left).