It can be tough to know when it’s the right time to update your branding. However, as businesses grow and evolve, their branding often needs to change to reflect new goals and audiences.

After helping dozens of small businesses in Minnesota with rebrands, we’ve identified 10 main reasons why companies choose to invest in professional branding.

Branding designed by Venlo Studio for a local real estate agent

Here are 10 key questions to ask yourself to determine if it’s time for a rebrand this year.

1. Are you still resonating with your brand?

Take a moment to evaluate how you feel about your brand. Was it trendy and fresh when it was first created, but now feels outdated? Does your branding still make you feel proud and confident when you see it? If the answer is no, get to the root of why you are feeling disconnected. It might be time to consider an update.

2. Has your business changed since you first started?

It’s natural for businesses to evolve over time. Perhaps you’ve introduced new products or services, or your mission and values have shifted. If your branding no longer aligns with what your business offers, it’s time for a refresh.

3. Are you attracting your ideal client?

A clear sign that your branding might need an update is if you’re not connecting with your target audience. Are the leads coming to your site buying? Are people confused about your offerings? If your branding isn’t attracting the right clients or converting them, you may need to realign your messaging and visuals. It might be helpful for you to do a deep dive on your target audience by creating customer avatars. Learn about the pain points your client is dealing with and position your product or service to help them achieve their goals.

4. Is your logo functioning well for you?

Your logo needs to be versatile and practical. Ask yourself:

Does it scale well for different applications, from large signs to small promotional items like pens or business cards? A brand should have multiple variations of a logo to adapt to different formats. We recommend having both a primary logo and a secondary logo—one more horizontal and another more vertical.
Is it easy to read? Some fonts can be hard to read, especially when scaled down to a small size.
Does it include design elements that make it difficult to reproduce? Gradients and ornate details can be difficult to work with. Your logo should be just as easy to embroider on a hat as it is to print on a sign.
Sometimes a brand isn’t fully built out, which makes it difficult to scale. A strong brand is more than just one logo. It’s a set of intentional graphics, colors and fonts that work together to promote a business and its core values.

Brand guidelines by Venlo Studio for a local retreat center

5. How old is your brand?

While longevity can build strong brand recognition, even established brands need updates to stay relevant. If your branding is several years old, consider how much equity it holds. Maintaining some continuity while modernizing key elements can keep your brand familiar while giving it a fresh look.

6. Has your industry changed?

Industries shift over time, whether through technological advancements, emerging trends, or new competitors. If your branding feels out of sync with the current landscape, updating it can help you stay competitive.

7. Are you moving buildings or re-ordering packaging soon?

Sometimes, when considering a rebrand, the question isn’t “should I rebrand?” but rather “when should I rebrand?” Strategic timing is everything when it comes to investing in professional branding.

For example, one of our clients chose to rebrand when they moved to a new building. Since they needed new signs anyway, it made sense to revisit their brand. Another client decided to rebrand when their packaging inventory was running low, allowing them to start fresh with a new look.

Take stock of your brand during key changes, and be smart about timing to make the most of your investment.

8. Are your visuals consistent across platforms?

Two of the biggest brand inconsistencies we see in start up businesses are colors and fonts. If you are using a different color palette for every social media graphic and use more than 3 fonts on your website, that may be an indication that your brand isn’t recognizable. The constant visual change is actually a disservice to your business. Consistency is key to building a strong brand. If your visuals look disjointed across your website, social media, and print materials, it’s a sign your branding could use a refresh to create a cohesive identity.

Rebrand design by Venlo Studio for a local real estate agent

9. Are your competitors leaving you behind?

Take a look at your competitors. If their branding feels more modern or polished than yours, it could be time to step up your game. Staying visually relevant helps communicate that your business is forward-thinking and professional.

10. Are you ready for a fresh start?

Sometimes, a rebrand is about more than visuals—it’s an opportunity to set new intentions and goals. If you’re ready to take your business to the next level, a rebrand can be the perfect way to signal this evolution to your audience.

Let’s Elevate Your Brand Together

At Venlo Studio, we specialize in helping small businesses create impactful visual branding that stands out in today’s crowded marketplace. Since 2020, we’ve worked with brands that value authenticity and are ready to make a lasting impression. Check out this case study for a local maple syrup rebrand, the results were astounding.

Package design before and after a rebrand by Venlo Studio

Our branding process is rooted in discovery. By diving deep into your business through our comprehensive questionnaire, we become experts in your industry, allowing us to craft a unique branding kit tailored to your goals. From logos to cohesive imagery, we deliver tools that empower you to present your business confidently and effectively.

If you’ve been debating whether to make changes to your branding, let this be your sign. It’s the perfect time to set bold intentions and take your business to the next level. Let’s make it happen—together.

Interested in working with us?

Visit our Branding page to learn more!

10 Signs It's Time for a Rebrand