Most rebrands fail because they answer the wrong question. Before changing your logo, name or look, every retail business should answer two simpler questions first.

Is the promise still appealing? Does what your brand stands for still matter to the customers you want?

Is the experience still delivering it? Do your stores, service and products live up to that promise every day?

Two answers create four situations, and only some of them call for a rebrand:

• If the promise is still appealing and the experience delivers it, your brand is working and needs protecting, not changing.
• If the promise is appealing but the experience falls short, the problem is in the operation, not the identity.
• If the experience is strong but the promise has lost its appeal, it may be time to reposition.
• If neither is working, a full rebrand may be the right reset.

In this video, we walk through all four situations and what each one means for your business. Not every brand problem is solved by a new logo.