A logo is not a brand. Not a visual identity.

Alternatives timings to start branding

If you do not have the opportunity to brand your company before its launch, consider doing so when any of the following events arise.

1. Your customers confuse you with your competitors. Resemblance does not drive any results. It just confuses consumers and makes it hard for them to decide from which company to buy. Shake things up and give people a reason to choose you over your competitors.
2. Your business has changed. If something in your business has changed – your goals, the products you sell, target audience, etc. – relook your branding to ensure it matches up.
3. Times have changed. If your branding is based on trends that are not current anymore, do not doubt it. It is time to change. Your current identity may have served its purpose for a few years, but just like you, trends change and so should your business and its image.
4. You are planning to change your company name. A name change is an excellent opportunity to reconsider what the brand stands for, and a new identity allows you to express your new approach.
5. You are levelling up your business. To compete at a higher level with higher-tier brands, it’s often necessary to leave your old brand behind.
6. You are merging or acquiring another company. There are many ways to communicate a merger or acquisition, one of which being a fresh brand identity.
7. You just don’t vibe. If you feel your brand could be better, clearer or more aesthetic, go for it. Look for a brand or rebrand.

A rebrand should never be rushed

We have just given you some hints on what are the best timings to start branding. But that doesn’t mean you should reconsider your brand identity as soon as any of these events happen. A rebrand should never be rushed. 

Give your customers time to digest all the information provided to them and make changes just when necessary. Otherwise, you will end up damaging your brand image.