Ep. 25 Five Times You Shouldn’t Rebrand Your Online Business (and What to Do Instead)

If you’ve ever been tempted to rebrand your business, you’re not alone.

Maybe your visuals feel a little “off.”
Maybe you’ve evolved, but your branding hasn’t caught up.
Or maybe you’re just plain bored and think a new logo, color palette, or website would magically fix everything.

I get it. I’ve been there.

But here’s what most brand designers don’t talk about enough: a rebrand isn’t always the right next move. And it’s definitely not a quick fix for every problem in your business.

I’ve seen countless service providers pour thousands of dollars and hours into a rebrand… only to realize a year later that the real problem wasn’t their visuals at all. It was that they didn’t have a clear strategy behind them in the first place.

So before you pull the trigger on a full visual overhaul, here are five scenarios where you probably shouldn’t rebrand, and what to do instead.

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1. You’re Brand New to Business

When you’re just starting out, it’s tempting to jump straight into a gorgeous professional brand. You want to look legit, feel confident, and signal that you belong in your industry.

But here’s the problem: in your first year, your business is still evolving.

You’re figuring out:

• Who you like working with

• Which services light you up

• What you want to charge

• How you want to position yourself

Without those answers, it’s nearly impossible to create a brand strategy that will stand the test of time.

What to do instead:
Use a low-cost or DIY brand solution (think a premade kit from Creative Market or Canva). Focus your energy on taking action, serving clients, and collecting feedback. In 12 months, you’ll have the clarity you need to invest in branding that’s truly strategic.

2. You Don’t Have a Clear Vision

Sometimes, the urge to rebrand comes from feeling disconnected from your current brand. You think, If I just update my visuals, I’ll feel excited again.

But if you don’t have a clear vision for where your business is headed three to five years from now, you’re essentially building a house with no blueprint. Even if the new look is beautiful, you’ll likely outgrow it quickly.

What to do instead:
Give yourself space to figure out the bigger picture. Ask questions like:

• Where do I want my business to be in three to five years?

• Who do I want to serve?

• What kind of impact do I want to make?

Tools like the Stand Out Brand Foundations Workbook can help you clarify your direction before you ever touch your visuals.

3. You’ve Got Shiny Object Syndrome

This one’s a trap I’ve fallen into myself — not always with branding, but with plenty of other business decisions.

Shiny object syndrome looks like:

• Feeling bored with your current brand and wanting something “fresh”

• Envying your business bestie’s rebrand

• Jumping on a new website platform just because it’s trending

The issue? Rebranding without purpose erodes the consistency and trust you’ve built with your audience. Recognition comes from repetition, not constant reinvention.

What to do instead:
Look for small, strategic updates that inject new energy without changing your entire visual identity. Swap out a couple of colors, refresh your photography, or create new Canva templates. Sometimes, showing up more consistently with what you already have is the real fix.

4. You Think a Rebrand Will Fix Deeper Business Issues

If you’re not booking clients, your engagement is tanking, or you’re struggling to get results for your clients, a new logo isn’t going to solve the problem.

Sure, your visuals should resonate with your audience. But if the core issue is your offers, your positioning, or your messaging, no color palette can fix that.

What to do instead:
Go back to strategy. Review your client feedback, do market research, and get honest about what’s not working. You might need to refine your audience, adjust your offers, or rework your messaging. Once you’ve addressed the root cause, then consider whether a rebrand is the right next step.

5. You’re Feeling External Pressure to Rebrand

Sometimes the push doesn’t come from inside you at all. It comes from coaches, influencers, or industry peers implying your brand “isn’t good enough.”

When rebranding is driven by insecurity, it doesn’t lead to confidence. It leads to another round of second-guessing six months later.

What to do instead:
Block out the noise. Unfollow accounts that make you feel “less than,” unsubscribe from emails that trigger comparison, and take time to reflect on how you want to feel in your business. If you genuinely love your brand and it’s serving your goals, that’s what matters.

The Big Takeaway

Rebranding can be powerful, but it’s not a cure-all. It’s a big investment of time, money, and energy, and it should be rooted in a clear strategy.

Before making the leap, ask yourself:

• Do I have clarity on where I’m headed?

• Do I have data (client feedback, market research) to back up my decision?

• Could a small refresh accomplish what I’m looking for?

If you’re unsure, start with a 5-Minute Brand Audit. I’ll review your brand, highlight what’s working, point out areas to improve, and give you options for moving forward — no guessing required.

🔗 Links & Resources Mentioned In The Episode:

➡️ Follow me on Instagram @spechtand.co
➡️ Grab The Stand Out Brand Foundations Workbook
➡️ Book Your Stand Out Brand Strategy Session (use code SFBPOD for $100 off)
➡️ Get Your FREE 5min Brand Audit

🎧 Listen to episode 25 of The Six Figure Brand Podcast on Spotify, Apple Podcasts, Amazon Music, and YouTube