Ep. 10 How To Know When It's Time For A Rebrand (Plus Three Times You Shouldn't Rebrand And What To Do Instead)

Rebranding can be a game changer for your business if you're feeling stagnant, but it's not the answer to all your problems. If you've been in business a few years and feel like your brand doesn’t reflect where you're headed, you're not alone.

At Specht & Co., I work with service providers who are growing fast, changing directions, or simply feeling like their brand no longer fits. But before you dive headfirst into a rebrand, let’s talk strategy.

In this episode of The Six Figure Brand Podcast, I’m sharing how to tell whether you're ready for a full rebrand, the difference between a brand refresh and a rebrand, and what to do if it’s not quite time to make a big change.

Listen to this episode now 👇

Or listen on your favorite platform:  Spotify | Apple Podcasts | Amazon Music | YouTube

What Is a Rebrand vs. a Brand Refresh?

Let’s start with a quick clarification. When I say rebranding, I’m talking about more than just a new logo. A true rebrand often involves changes to your brand strategy, messaging, visuals, and even your business name or offers. It’s a deep realignment with where your business is headed.

A brand refresh, on the other hand, is a lighter lift. Think minor visual updates—like tweaking your color palette or cleaning up your logo—without changing your positioning or offers. A refresh works best when your brand just feels a little stale but your business direction hasn’t shifted.

4 Clear Signs It’s Time to Rebrand

1. You’re Not Attracting Your Ideal Clients

Your brand should act like a magnet—drawing in the right people and filtering out the rest. If you're getting inquiries from people who don’t align with your values, budget, or services, it may be time to update your branding and messaging to speak directly to your ideal client.

Example: A luxury wedding planner who keeps attracting budget brides likely has a brand that's misaligned with the high-end market she serves.

2. You Keep Hearing “You’re Too Expensive”

If potential clients regularly push back on your pricing, it might not be your rates—it might be your brand. When your visuals and brand strategy don’t match the level of service you provide, clients won’t see the value. That disconnect leads to price objections, no matter how great your offer is.

Example: A $2,500/month business coach with outdated DIY branding may struggle to close premium clients who expect a polished, elevated experience.

3. Your Offers or Audience Have Shifted

Has your business evolved? If your services, pricing, or target audience look different than they did even a year ago, your brand should evolve too. Otherwise, you’re sending mixed signals and confusing potential clients.

Example: A VA who now offers systems strategy, or a marketer who’s niching into the pet industry—both need branding that reflects their new direction.

4. You’re Embarrassed by Your Website or Socials

If you're cringing when someone asks for your Instagram handle—or avoiding promoting yourself altogether because your visuals don’t feel like you anymore—that’s a red flag. You shouldn’t have to hide behind outdated branding. Your brand should be something you’re proud to show off.

When You Shouldn’t Rebrand

Rebranding is a big investment of time, energy, and money—so it's important to do it for the right reasons. Here are three common situations where rebranding might not be the best next step (and what to do instead):

You're Brand New to Business

If you’re in your first year—or even your second—you're likely still figuring things out. Your offers, pricing, audience, and personal style will evolve a lot in those early months. And while it's tempting to launch with a polished, professional brand from day one, it’s often premature.

I've seen way too many new entrepreneurs invest thousands in custom branding before they truly understand who they want to serve and what makes them different. Six months later, they’ve outgrown the brand completely—and have to start over.

Instead: Focus on getting clarity first. Use a high-quality brand kit from Creative Market or build a simple (but cohesive) visual identity in Canva. "Good enough for now" branding can carry you through the messy middle while you gain clarity on your niche, audience, and business goals.

You Don't Have a Clear Vision Yet

A strong brand is built with the future in mind. If you’re still unsure about where your business is going, what you want to be known for, or what kind of clients you really want to attract, hit pause.

If you rush into rebranding without a clear long-term vision, you’ll likely end up with something that looks great but doesn't actually help you grow—because it’s not built to support where you're headed. That usually leads to feeling misaligned or boxed in, and eventually rebranding all over again.

Instead: Take time to vision out your next 2–5 years. What does growth look like? Who do you want to serve? What services light you up? Once you have clarity, branding will feel a lot more strategic (and less like a guessing game).

You’re Craving Something New (a.k.a. Shiny Object Syndrome)

It’s easy to get bored with your own brand. You look at it every day, trends change fast, and sometimes you just want something new. But rebranding every time you get the itch can confuse your audience and hurt brand recognition.

Consistency builds trust—and changing your branding too often resets that recognition. If you’re always switching colors, logos, or messaging, your audience never has the chance to build familiarity with your brand, and you lose the momentum you've worked hard to build.

Instead: Ask yourself why you want to rebrand. If it’s because your brand no longer reflects who you are or what you offer, that’s one thing. But if it’s just boredom or comparison creeping in (like when a biz friend announces a shiny new rebrand), consider a small refresh instead. A few strategic updates can breathe new life into your visuals without disrupting the brand equity you’ve already built.

What to Do Before Rebranding

If you’ve decided a rebrand is the right move, here are a few foundational steps to take before hiring a designer or strategist:

• Collect feedback from ideal clients you’d love to clone

• Audit your competitors to identify opportunities to stand out

• Take stock of what’s working (and what’s not) in your current brand

• Define your business goals and vision for the next 3–5 years

Rebranding is a big decision—but when it’s done with intention, it can be a major catalyst for growth. And if it’s not the right move yet? There are still plenty of ways to refine your brand so it works better for you now, without starting from scratch.

Still unsure if a rebrand is the right call? Book a free 5-minute Brand Audit and I’ll take a look at your online presence and give you honest, actionable feedback.

🔗 Links & Resources Mentioned In The Episode:

➡️ Follow me on Instagram @spechtand.co
➡️ Book A Discovery Call With Morgan
➡️ Learn more about The Six Figure Brand Society
➡️ Book Your Free 5min Brand Audit

🎧 Listen to episode 10 of The Six Figure Brand Podcast on Spotify, Apple Podcasts, Amazon Music, and YouTube