Your brand is your business' identity. It's more than a logo and colors. It's more than cohesive marketing collateral. Your brand is how your business speaks, and how others speak about it. It's a combination of your marketing, your customer experience, your relationship with your community, and your reputation as a whole. Your brand is how your business is known.

So, when is it time to consider a rebrand?

If your brand no longer accurately reflects who your business is, doesn't connect with the kind of customers you want to attract, or isn't helping you stand out in the market, it might be time to discuss rebranding.

Your brand should reflect your business and company culture. If your business is known for quality products and a premium customer experience, your brand should reflect that. If you're known for your personable staff and community engagement, your brand should follow suit. Consistency between the  expectations your brand sets and the experience your customers receive is crucial.

If your brand hasn't been updated in 10 or 20 years, take some time to reflect on how your customers have changed in that time. Especially common among family-owned, multi-generation businesses, brands whose customer base has evolved  as the business has grown should consider rebranding. Are your modern customers connecting with your legacy brand? If not, consider a refresh.

Technological advances have created a global marketplace at our fingertips. Consumers can shop from brands all over the world without leaving their couch. Your brand is your opportunity to stand out. Even for retailers that don't offer e-commerce, your digital brand presence can attract new customers from places you'd never expect - if it stands out and gives consumers a reason to shop with your business.

Bottom line: If your brand doesn't reflect what your business is today, connect with your customers, or help your business grow, it might be time to consider a rebrand.