When Should a Company Rebrand?

Apr 6

Written By Jaci Lund

Most companies wait too long.

They rebrand when things feel broken. When growth stalls. When competitors start to look sharper.

The better move is to rebrand before that.

You should consider a rebrand when:

Your business has outgrown its original identity
What got you here will not take you where you’re going. This is the most common trigger.

You’re expanding into new markets or locations
Your current brand may not stretch far enough to support that growth.

Your offering has evolved
If your services, pricing, or audience have shifted, your brand needs to reflect that.

Your brand is inconsistent across touchpoints
If your website, social, print, and internal materials all feel disconnected, that’s not a small issue. That’s a signal.

You’re attracting the wrong clients
This is a big one. Your brand is either filtering correctly or it isn’t.

A rebrand is not about starting over. It’s about aligning your business with where it actually is now.

Jaci Lund

Jaci Lund partner, creative director, designer Jaci’s quick wit and native intelligence comes across as soon as you meet her—and carries over to her design, where she fuses fun and sophistication in just the right doses. With a dual focus on creating original branding for new concepts and revitalizing the look and feel of even the most-established brands, Jaci approaches each project with a fresh and thoughtful perspective. While she recognizes the relevance of current trends, she’s hyper-conscious of the fine line that separates “trend” from “fad,” and tends toward more timeless and classic looks for her clients. Before founding Treebird, Jaci was instrumental in growing the design department at Atlanta’s The Reynolds Group, Inc. Through a five-year tenure that saw her quickly ascend to senior designer and then become the company’s first creative director, Jaci worked on design and branding projects with visionaries, entrepreneurs, and business leaders whom she admires greatly and whose own passion elevates her sense of what’s possible through new design, branding, and communication. Jaci has won nine ADDY Awards (and counting) for her design and branding work and has twice been featured in the national design blog “Art of the Menu.” She holds a B.A. in communications from Michigan State University and completed the graphic design program at The Creative Circus, where she also teaches a quarterly course called “Introduction to Creative Thinking.” To see Jaci's previous work please visit jacilund.com.

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