It's vital to see your brand not as an add-on to your business but as something at its very core. If you want to do more than simply get by, your brand should work as a vehicle for transformation and growth. If you're looking to grow your business, you must make sure your brand is fit for purpose.
Your brand should be aligned closely with your business. Ask yourself these questions:
Has your core audience changed, or are you looking to appeal to a fresh audience?
Are you operating the same business model, or has that altered over time?
Is the industry you’re operating in changing faster than you can keep up?
Have you outgrown your brand? Does it no longer reflect who you are now and who you aspire to be?
Is there a right time to rebrand? You could be waiting for all the conditions to all turn favourable, but while you’re doing this, you’re wasting valuable time. Your brand should be your business’s most powerful asset. If it isn't, you need to begin the process to change it.