I just got back from Boutiques Fair last weekend, and I can't stop think about all the incredible brands I met. The energy, the hustle, the beautiful products — it was inspiring to see so many passionate founders showing up for their businesses.

But here's what I also saw: brands that are doing well, but could be doing so much better.

Brands with a Canva logo that doesn't quite match the quality of what they're selling. Brands that are getting sales, but not connecting with the audience they really want. Brands that feel a little… robotic. A little off. Like something's missing, but they can't quite put their finger on it.

And when I gently brought up the idea of a rebrand, I heard the same response over and over again:

"But my brand is doing well. Why would I rebrand?"

It's a fair question. And it's one I want to answer properly, because the truth is: "working" and "aligned" are two very different things.

The Advice That Keep You Small

Here's the thing about the "if it's working, don't touch it" advice: it's not wrong, exactly. It's just… incomplete.

Yes, if your brand is generating sales, that's a good sign. But sales alone don't tell the whole story.

They don't tell you if your brand is resonating with the right audience. They don't tell you if your messaging is attracting dream clients or just anyone with a credit card. And they definitely don't tell you if your brand feels like you anymore.

I've worked with clients who were "doing well" on paper — but behind the scenes, they felt disconnected from their own brand. They'd outgrown their DIY logo. They were targeting a new market but their visuals didn't reflect that shift. They were stuck in a brand that no longer matched where they were headed.

And that misalignment? It costs you more than you realise.

It costs you confidence when you're pitching to bigger stockists.

It costs you clarity when you're trying to attract a specific audience. It costs you momentum because you're second-guessing every post, every product launch, every collaboration opportunity.

You're not failing. But you're also not fully owning what you've built.

The Three Real Signs You Need a Rebrand

So how do you know when it's time? Here's what I tell every founder I work with:

1. Your brand feels DIY-ish — and it's holding you back

There's nothing wrong with starting scrappy. But if your brand still looks like it was thrown together in Canva, and you're now pitching to retailers, collaborating with bigger brands, or raising your prices — your visuals need to match the level you're playing at.

Your brand is the first impression. If it doesn't look professional, people assume your business isn't either.

2. You're in your next growth stage — and your brand hasn't caught up

Maybe you started as a side hustle and now you're full-time. Maybe you've expanded your product line or shifted your target market. Maybe you're moving from local markets to national stockists.

Your brand needs to evolve with you. If it still reflects where you were instead of where you're going, it's time for a refresh.

3. Your brand doesn't feel aligned anymore

This one's harder to quantify, but it's just as important. If you cringe a little when you look at your logo. If your messaging feels robotic or generic. If you're avoiding posting because nothing feels quite right — that's misalignment.

And misalignment drains your energy, your creativity, and your ability to show up fully in your business.

The One That Got Away (And Why It Still Bothers Me)

I met a founder at Boutiques Fair who did a brand audit with me. We talked through her brand, her vision, where she wanted to go. And I could see it. I could see what her brand could become.

She felt it too. She told me herself — she knew something was off. Her brand didn't reflect her. It felt robotic. Generic. Safe. She wanted to target a female market, but her visuals weren't speaking to them. She had a vision for where she was headed, but her brand wasn't helping her get there.

And I'm not saying this because I wanted the project (though yes, I did). I'm saying this because I genuinely saw the potential. I saw a brand that could be so much better. A brand that could actually work for her, instead of against her.

But then she spoke to another designer. And that designer told her: "If your brand is doing well, you shouldn't rebrand."

And she hesitated.

I get it. That advice sounds safe. Logical. But here's what it misses: doing well isn't the same as doing what you're capable of.

She could keep going as is. She'll probably keep making sales. But she'll also keep feeling that disconnect. She'll keep wondering why she's not attracting the audience she really wants. She'll keep playing small in a brand that doesn't fully represent her.

And honestly? That's what bothers me most. Not that I didn't get the project. But that she's sitting on so much potential — and she's been told to leave it there.

It feels like a missed opportunity.

The Real Question Isn’t “Is It Working?”

The real question is: Is it working for the version of your business you're building?

Because here's what I know: you didn't start this business just to be "fine." You started it because you had a vision. A dream. A version of success that felt bigger, bolder, and more aligned with who you are.

And if your brand isn't helping you get there — if it's holding you back, even a little — then it's time to rethink it.

Not because what you have is bad. But because what you're building deserves better.

So, What Now?

If you're reading this and thinking, "Wait, is she talking about me?" — maybe I am.

If your brand feels DIY-ish, if you're in your next growth stage, or if you just don't feel aligned anymore, let's talk.

Because the truth is: your brand should feel like the best version of your business. It should make you excited to show up. It should attract the right people. It should reflect where you're going, not just where you've been.

And if it doesn't? That's not a failure. That's just a sign that you're ready for the next level.

Book a Brand Clarity Call and let's figure out what that looks like for you.