Over time, especially when consumer behaviors change or a marketplace becomes crowded, you may reevaluate your brand in an attempt to differentiate it from your competitors and elevate its position in the minds of your audience.

Rebranding can be tricky business, so it’s not a process you undertake on a whim. It takes a deft strategy to transition from where your brand is now to where you want it to be.

Despite the negatives that are driving you to consider rebranding, there’s still some value in your existing brand, whether it’s industry longevity, reputation for great service or innovative technology.