Rebrand when the business has outgrown the story, not when the team is bored of the logo. The audit below decides which of the two you are facing.
01
Decide with evidence
Customer interviews, sales objection analysis and search-demand data tell you whether the problem is perception, positioning or product. Only the first two are solved by design.
02
Keep the equity
Colour, symbol or a phrase customers already recognise is worth preserving even in a radical redesign. Throwing away recognition is the most expensive mistake in a rebrand.
03
Roll out in a sequence
Digital first, then collateral, then physical. Announce the reasoning, redirect old URLs, update every profile in one week, and brief sales before customers ask.