Rebranding is expensive and disruptive, so it's worth being honest about whether you need one. Being a little bored of your logo doesn't count. Here's what does.

1. You've outgrown who you were

The brand you built for a two-person startup often looks wrong once you're a real company. If your look no longer matches the size and quality of what you do, customers feel the gap.

2. You're embarrassed to share your own website

If you find yourself apologising for your site or avoiding sending people to it, that's a problem. Your website is often the first thing a customer sees.

3. You look like everyone else

If you can swap your logo with a competitor's and nobody would notice, you have no real identity — just a placeholder.

4. Your business changed but your brand didn't

Maybe you started doing one thing and now do another. If your brand still tells the old story, you're confusing people.

5. Nothing matches

Your website says one thing, your Instagram another, your printed material a third. When every touchpoint looks different, you seem smaller and less organised than you are.

6. You're chasing better clients

If you want to move upmarket, your brand has to look like it belongs there first. Price and perception are linked.

7. The brand was never really designed

A lot of businesses never had a proper identity — just a logo someone made quickly years ago. If that's you, it's less a rebrand and more a first proper brand.

If two or three of these sound familiar, it's probably time. If it's just the one and it's mild, you may only need a refresh, not a full rebrand. Not sure which? Ask me.