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Rebrand
A deliberate change to how a business looks, sounds and presents itself, usually because the business has changed.
Why it matters
A brand made for the business you were can hold back the business you are becoming.
An example
A shop that started selling online still has a logo that only works on a storefront sign. The brand is the right size for the old business.
The short read
A rebrand is a decision, not a makeover. It starts with where the business is now and who it serves now.
Sometimes the answer is a new identity. Sometimes it is a refresh and a clearer message. The work is deciding which one fits.
A rebrand is finished when every place a customer meets you shows the same brand: the site, the invoice, the profile, the sign.
Related words
Where this shows up in our work
Talk about this Brand Design & Development
A brand sized for where your business is now.