When Should a Startup Rebrand?

The short answer

Rebrand when the story has changed, not when the team is bored of the logo. The four usual triggers are a new audience, a new product, a new name and a look the company has clearly outgrown. If the story still holds and only the look is dated, a brand refresh is faster and safer.

The triggers at a glance

• New audience: You are moving upmarket or into a new market
• New product: The company now does more than the brand says
• New name: A merger, a legal issue or a name that no longer fits
• Outgrown look: The brand looks smaller or younger than the company is

Rebrand or refresh?

• Refresh when the positioning is right but the type, colour, layout or site feel dated.
• Rebrand when the positioning itself has moved, or the name is changing.

Our guide to brand refresh vs rebrand goes through both in detail.

How to time it

• Before a raise if the deck tells a new story. The site and deck should show the same company.
• With a launch if a new product changes what you are known for.
• Not in the middle of a sales push. Pick a quiet window and one switch-over date.

Our brand projects usually take 4 to 6 weeks. We rebranded Cobalt to Refold AI and shipped its new website in 45 days, and took ReDesyn to Rippl with a new app, website and motion.

Related reading: Rebrand Before or After a Fundraise?, How Long Does an AI Startup Rebrand Take?

FAQ

Is a new logo a rebrand?

Not on its own. A rebrand changes what the company says about itself, and the logo follows.

How often do startups rebrand?

There is no schedule. It follows changes in the business, such as a new market or product.

Will a rebrand hurt our search traffic?

Not if URLs, redirects and content are handled carefully during the switch.

Has your story changed? Tell us what is different and we will say whether you need a refresh or a rebrand.