How to Know When It’s Time to Rebrand
You ever outgrown something that used to fit just right?
Swanson Digital was like my favorite sweater. Comfortable. Familiar. But it started to feel tight.
Not because of any holiday weight gain, but because the brand no longer reflected where we were going.
The name didn’t tell the whole story anymore. It was clear, sure. But not compelling. Not for the future we were building.
So we made a change.
Swanson Digital became Tellwell.
Because your brand should grow with you, not hold you back.
And that’s what this post is about: how to know when it’s time for your business to rebrand.
What Is a Rebrand, Really?
A rebrand isn’t just a new logo or a fresh coat of paint. It’s a shift in identity. It’s a signal to the world (and yourself) that something’s changed.
Sometimes, that shift is visual. Other times, it’s strategic. Often, it’s both.
Your brand is the story you tell—and if the story has changed, the wrapper needs to change with it.
Signs It Might Be Time to Rebrand
Not sure if you’ve outgrown your brand? Here are a few clues:
1. Your Audience Has Changed
Maybe you started out working with early-stage startups, and now you serve established enterprises. Or maybe you shifted from residential to commercial.
If your brand still speaks to the old audience, it’s time to realign.
2. Your Services Have Evolved
You used to just do websites. Now you’re full-scale brand strategy. Or maybe you went from general contracting to luxury remodels.
If your offering has leveled up, your brand should too.
3. Your Name No Longer Fits
This one hits home.
Swanson Digital was descriptive. It said who was behind it (me) and what we did (digital marketing). But it didn’t say why we did it—or who it was for.
Tellwell, on the other hand, is a mission in two syllables: we help brands tell their stories well. That clarity made everything else click.
Read more on how your brand name sets the tone for everything.
4. You Cringe When You Hand Someone Your Card
Gut check: when someone lands on your site or sees your branding, does it make you proud—or do you immediately feel the need to explain it?
If it doesn’t feel like “you” anymore, that’s a red flag.
5. You’re Getting Confused with Someone Else
Maybe there’s a competitor with a similar name. Or your visuals look like a Canva template anyone could use.
A strong brand helps you stand out. If you’re blending in, it’s time for a change.
6. You’re Embarking on a New Chapter
Maybe you’re launching a new service line. Expanding into a new region. Targeting enterprise instead of SMB.
A name change or rebrand can act like a starting line—communicating that something new is happening.
That’s what it was for me.
Tellwell gave me new clarity, new direction, and new permission to dream bigger.
What a Rebrand Should Include
Depending on how deep the shift is, your rebrand might touch:
Your name
Your logo and visuals
Your brand voice and tone
Your website and messaging
At Tellwell, we guide clients through all of it with our Brand Messaging Guide—from story and positioning to voice and visual identity.
Because a rebrand is more than a facelift. It’s a foundation.
What Rebranding Did for Us
Changing the name from Swanson Digital to Tellwell did more than update the business card. It gave us direction.
Here’s what changed:
Our messaging got sharper.
Our visuals aligned with our voice.
We attracted more of the right clients.
We stopped feeling boxed in.
Most of all, it felt true.
That’s what a good rebrand does. It brings alignment between who you are, what you offer, and how you show up.
Not Every Problem Is a Branding Problem
Before you start sketching logos, a quick reality check:
If your sales are slow, that might be a pricing or positioning issue.
If your team is disengaged, that might be culture—not color palette.
If leads aren’t converting, that could be copy, not identity.
A rebrand won’t fix broken processes or a bad product. But it can amplify clarity, focus, and growth—if the core is already strong.
What a Great Rebrand Does
Clarifies your positioning
Aligns your internal team and external presence
Builds new energy and engagement
Future-proofs your growth
What a Rebrand Can’t Do
Fix a broken offer
Cover up poor service
Magically generate leads
A rebrand works when it reflects real evolution—not when it tries to fake it.
Before You Rebrand, Ask:
What’s prompting the change?
What will success look like?
What elements (if any) should we keep?
How will we communicate the shift?
Are we ready for the work it takes?
The Bottom Line
Your brand isn’t static. It should grow with you.
If your current brand feels like it’s holding you back—or doesn’t tell the whole story—it might be time to rebrand.
And when done right? A rebrand won’t just change how you look. It’ll change how you move.
Want to talk about whether it’s the right time for you? Let’s connect.