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Is it Time for a Rebrand?

As your business grows and changes, rebranding will sometimes become necessary. Rebranding is not just a process of realigning your brand and redefining its identity, values, and significance. It's a transformative journey that can bring clarity to your brand's future and offer an exciting opportunity for a fresh start for your company, potentially leading to increased customer loyalty, new business opportunities, and a stronger market position.

Cassady Schiller Rebrand

There are several reasons why a brand might consider rebranding:

Updating the Look

A common reason for rebranding is the need for a more modern image. If your brand needs to be updated or has a poorly designed identity, it's time to consider rebranding. A successful rebrand can help retain existing customers and attract new ones.

Competitive Advantage

If your competitors are growing while your business is not, consider rebranding. Companies often rebrand in response to losing market share or experiencing declining sales. A well-planned rebrand can help your company stand out and excite customers. Identify what sets your company apart and build your brand around it.


Your brand can become a mishmash of assets if you're not careful. Your brand suffers from inconsistency if you lack visual and verbal consistency due to incongruent logos, typography, color palettes, imagery, messages, and tone of voice. Luckily, there are ways to address this issue. This type of rebranding, which involves a thorough audit of your brand assets and a strategic plan for their alignment, is necessary when a company needs to create a greater sense of continuity across the brand and to overcome the inefficiencies, frustration, and confusion that result from not presenting a consistent face to customers.

Business Has Changed

Many businesses tweak their business models, change, or add new services and products to stay competitive and profitable. If you used to offer only service X, but now you offer both X and Y, it might be time to rebrand. Your customers will only know that you provide service X if you find a way to make them see that you also offer service Y. This type of rebranding, known as 'rebranding for clarification ', involves communicating your expanded offerings clearly to your customers. The diversification or division of a business often warrants this type of rebranding.

Negative Image

It is not easy to distance a brand from negative connotations. However, rebranding can be an effective strategy for a company trying to recover from a bad image. Sometimes it works, and sometimes it's too late.

Mergers & Acquisitions

Changes in ownership often result in rebranding to make the change visible and comply with legal requirements. Under new ownership, your values, vision, and priorities may change. This is a great time to ensure your strategy and creative efforts align to reflect the latest goals, vision, message, and personality.

Name Changes

Sometimes, the name you have for your business could be a better fit. It might not represent who you are anymore, or it could cause trademark issues. Changing your business name can give you a fresh start and a chance to reevaluate your brand.


Some startups grow without a professionally designed brand. However, rebranding becomes crucial as they expand and compete with more established brands.

Rebranding comes with both risks and rewards. Before deciding to rebrand, solid strategic reasons and the right branding partner are essential. If you're considering rebranding your company, email us to schedule a free phone consultation. Motto can help determine if it's time to rethink, refresh, and revitalize your brand.


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