Your brand is a reflection of you and your story. And as you grow or your story changes, so should your brand.

But change can be harder to recognize than it is to realize.

So how do you know when it is time to invest in a brand or rebrand? Here are five tell-tale signs.

Over time our businesses, like people, can change. We learn from doing and naturally it becomes clearer what we’re good at, passionate about, the unique way in which we do what we do or even the people that we do it for.

Perhaps you have or are about to expand your products or services. Maybe you are ready to raise your prices. Maybe your values have changed with the world and your customers.

Whatever the reason for change, it is important that your brand lead the way and be the voice that clearly articulates your values and vision to your customers.

This disconnect could exist because you or your business has actually changed (values, vision and voice) or it could be that your brand is not adequately articulating your story, at least not in a way your customers are getting.

You may perceive your brand as luxury or high-end because you know the quality of the raw materials, craftsmanship or attention that goes into what you deliver. But, if your brand feels DIY, lacks the design and refinement of a high-end brand, your customers won’t believe it.

Perception is reality and your brand is one of the only tools you have to shape it.

If your logo was created in Microsoft Paint in 1992 and all you have is a low-res jpg of it, then you can stop here. It’s definitely time for a rebrand (and to hire a designer).

Jokes aside, it may also be time for a rebrand if you built a trend-based brand.

Trend-based brands tend to have shorter lifespans. For example, five years ago you may have noticed the trend towards ultra-minimalist logos. More recently, and likely in response to that, we are seeing a trend toward more expressive typography and retro-inspired serifs.

There really is no right or wrong when it comes to going with or against the current of a branding trend. There’s only what is right for you and right now. Change is inevitable and so are rebrands. They just might happen more often if you create a brand based on the whims of a trend.

When I see this happen, typically a brand is trying to be all things to everyone. But a brand that speaks to everyone, speaks to no one.

In this case, a rebrand is needed to refocus. Part of this work should include better understanding who the “right” customers are in order to make changes to the brand that will engage or attract them.

You’ve been doing this a while, you’ve achieved a bit of success and you’ve learned a lot about yourself, your business and your customers along the way.

Maybe it’s just time to breathe new life into your business, to take it to that next level of growth and opportunity.

And remember…