All around us, businesses, charities, and even cities are rebranding themselves to improve their public image and economic standing. This makes many small business owners wonder if they too need a compelling new brand. Here are the five top reasons to completely overhaul your brand.

Your customer base has changed. Maybe you started out marketing to young men, but have found that young women are the shoppers who seem to need your products the most. In other cases, a demographic itself might change and need a different image to attract and entice them. Whatever the reason, rebranding is a great way to make sure your logo is speaking to the audience that you need to draw in. If your brand doesn’t match your customers, your business will suffer as a result.

You have a dated look. Some brands are simply too trendy to withstand the test of time. Whether the font is too old fashioned or the color choice screaming of a different decade, this can have a huge negative impact on your business, especially if you are in an industry where style is important. This is an unfortunate situation, but one that can be corrected. Rebranding can take the best elements of your existing brand and repackage them in a way that will draw in the modern consumer and that of the future as well.

Your product line has changed. This may not always require rebranding, but often it does. If you started out selling one product but have found that another is a better profit builder, it makes sense to modify your line. However, this may require a different brand as well as a different marketing strategy. Making this change can keep your business viable and amplify your sales even further.

You have moved location. This is another key reason to rebrand. If your brand resonates within a certain area, and then you change areas, you will need to reevaluate it to decide if it can be just as successful in its new location. Often, this requires only a few superficial location, although a substantial overhaul may be in order if your brand or your logo centered on your location.

You have expanded your business. Whether you are now operating in several different locations or offering more products, it’s time to evaluate your logo and your branding. Many businesses don’t successfully make the transition between a single location and a larger small business, and branding may be part of these growing pains. A brand that was good enough for a small company often doesn’t have the elements it takes to be competitive on a much wider basis.

Whenever there are major changes in your company, it’s time to reevaluate your brand. This doesn’t always mean rebranding completely, but rather tweaking a few elements or changing a logo to reflect the business’s new aspects. Brands communicate key information about your company to your customers and community, so it only makes sense that as your brand should evolve as your company does.