Read time: 7 mins (just enough time for your coffee to go cold)

“Where are the keys!?” The girls are messaging you saying they’ve parked and your keys are literally nowhere to be found. Now you have to apply your mascara at a red light when you finally get on the road.

Or how about a personal favorite:

“What is that smell?” You’re asking the question but deep down you know what that smell is…your dog pooped on the carpet (again) and now you have the joy of looking for it.

We’ve all felt the anxiety that sits heavy on our chest when something doesn’t feel right or is eluding us despite our best efforts.

So what do you do when you get this feeling about your brand? There are so many different strings to pull on: color palette, marketing strategy, brand photography, social media presence…let me help simplify things.

In this article, I will define rebranding, highlight signs that your brand is out of alignment with a fun throwback game, and suggest some realistic next steps. So grab that shot of espresso (peppermint tea for me) and your favorite notebook.

Prepare to Learn:

• The meaning and definition of rebranding
• 7 relatable signs your brand isn’t aligned
• Things you can do right now to reconnect with your brand
• How to start rebranding your business
• TL;DR by Lizzy

Rebrand Definition

re·brand · [noun] · business

According to the Cambridge Dictionary, it’s defined as, “The act of changing the way that an organization, business company, or product appears to the public.”

It wouldn’t be WPC-minted if I didn’t break it down for ya. In simpler terms, rebranding means you are departing from an outdated approach to a new, more aligned version. Think of it like a business metamorphosis.

I also want to challenge you to think outside the box—this change can take shape in subtle ways (did you even notice Amazon’s refresh back in 2024? Take a look for yourself).

While rebranding can also be a seismic shift in an established brand (remember the Jaguar upset? Here is a quick refresh on the entire story from someone who actually knows what they’re talking about).

Hopefully you’re no longer asking yourself, “What is rebranding?” and instead pondering if it’s time for you to jump into a rebrand of your own.

A quick note—yes, technically there is a difference between rebrand and refresh. Traditionally, a rebrand is more of an overhaul (name change, new owner, major shift in the business’s service/product).

Whereas a refresh is more like a manicure at your local nail salon. You tidied things, shaped your nails, applied a new color, but people still recognize you. For our purposes, we are going to use them interchangeably to avoid confusion.

7 Relatable Signs Your Brand Isn’t Aligned Anymore

Reminder: a ‘brand’ is not a logo, but the entire experience of your business (marketing material, brand recognition, brand identity, brand story, website, social media…)

Let’s do a little throwback. Put a finger down if you’re an existing brand that can relate to any of the following common rebrand signs:

1. Your business feels like a patchwork of hand-me-down and DIY
2. You as a person and/or your offerings have evolved but your website, copy, and Insta grid didn’t get the memo
3. People are following up with, “…but like what do you DO?” or “So how do we work together?”
4. You physically flinch or cringe when someone asks for your website or Insta
5. Your brand feels like it’s weighing you down vs propelling you forward
6. Nothing inside your brand feels cohesive or thoughtfully connected
7. You feel very confident in who you are and what you do but nothing in your business represents or communicates this well

How many fingers do you have left? Whether two or all seven resonated with you, I am going to help you reconnect with your brand right now—so keep reading.

Reconnect With Your Brand

Just because you related to multiple things on the list of signs does not mean you need to panic or completely reimagine your entire brand.

I want you to do a little playful brand strategy work—think of it as a makeover montage for your business. The goal? Identify what parts still light you up… and which ones could use a little realignment.

Start by picturing your favorite movie makeover moment—Princess Diaries, Devil Wears Prada, 13 Going on 30, Pretty Woman… or my personal favorite, Miss Congeniality.

Those scenes are iconic for a reason: they show transformation, yes—but also confidence, clarity, and alignment finally clicking into place.

Now consider how that same journey applies to your brand. Think back with me…

• Where did you begin? Remember your scrappy, under-appreciated phase?
• Where are you now—and how far have you come?
• What big dreams are still waiting in the wings?

Finally, imagine your next big reveal scene. Aka, what’s the ultimate vision for your brand and your life?

Do you have your brand’s story arc? Okay proceed.

• What currently feels like the biggest roadblock to that ultimate vision?
• What task(s) are wasting the most time? Where are you spinning your wheels?

Finally, imagine your next big reveal scene—you know, your Miss Congeniality moment when she walks out in that iconic dress and everyone’s jaws hit the floor. That’s the energy.

What’s the ultimate vision for your brand and your life? What would you do instead with that time?

How to Start the Rebranding Process

Once you’ve targeted the biggest roadblocks in your brand’s story arc, place them in one of two buckets:

1. Roadblocks you can tackle with some education
2. Roadblocks you need to hire someone to do (once or ongoing) due to the specialty nature

Remember to be realistic about your capacity. You likely don’t need more patchwork DIY solutions.

The Roadblocks You Can Handle

My favorite way to solve a problem you can handle with a little education is to buy a high-quality course from a pro. Make sure this pro has a proven track record of fixing this exact issue.

The Roadblocks You Need to Hire For

Sometimes we just need a professional to step in and take it off our plate, and honestly? That’s why White Point Creative exists! We’re a team of creative aces at the top of our game, eager to serve YOU.

We can handle your entire rebrand process. We are rebrand experts, after all. In just two months, we’ll guide you through our signature 360 Brand experience that takes care of everything. That means/includes:

• Branding
• Website
• Copy + SEO for the website
• 1 Year+ Marketing plan
• Launch plan
• Custom collateral
• Brand roadmap

Plus a ton of 1-on-1 support with the entire team. Read about the process (and pricing) here.

Ready to talk dates? Schedule a call with Lizzy here.

TL;DR by Lizzy

• Rebranding is a fresh representation of your business
• Does your brand feel a little… off? Maybe because of the outdated DIY leftovers or it’s just not “you” anymore? Sounds like it might be time for a rebrand.
  • You cringe when someone asks for your website link.
  • You can’t quite explain what your business does without rambling.
  • Your brand just doesn’t represent who you are or what you’re offering anymore.
• So, what does a rebrand actually involve?
  • Pinpointing what’s holding your brand back right now.
  • Imagining what your dream brand would look and feel like.
  • Breaking through the roadblocks—whether that means taking the reins yourself or calling in the pros.
• The ultimate goal? A brand that feels like YOU, showcases your expertise, and makes you proud to share it with the world. We can do this for you in two months with our signature experience The 360 Brand, read about it here.