Let’s get some of your burning questions out of the way first. Yep, there’s absolutely a thing such as branding your business too early. But there’s never a ‘too late’.

Two years or more in business is typically the perfect time to start investment in your brand strategy.

If your business is newborn new (let’s say, 1 year or less), you might want to wait till a) you’re 100% sure your business won’t dramatically change 6 months from now, and b) you know who your audience is and there’s a market for what you’re offering.

Now that’s out of the way… exactly when is the right time to invest in your brand strategy?

If you’ve got a viable business that’s been running for 2+ years, here are five clear signs it’s time to invest a little TLC into your brand strategy.

You’ve outgrown your brand

Despite working like a boss (Lizzo style) to create a business you love that loves you back, when you look at your online brand, you cringe.

The website, words, logo and colour palette you scrambled to throw together with the help of a Fiverr designer 3 years ago (remember those coffee-fuelled late nights cobbling your Vision Statement together?) no longer reflects the polished professional you’ve become.

When you peek at your social posts, your brand lacks a certain je ne sais quoi.

Your values and mission have changed.

In fact, your business has evolved so much, you’re not really sure of your offers… or your purpose.

Maybe disillusionment has crept up on you and you experience a teensy bit (or gigantic flood) of imposter syndrome every time you accidentally glance at your competitors.

Your online brand feels like a constraint you’re itching to break free from.

If you need a hefty boost of confidence to ward against that imposter syndrome, it’s time to go beyond the temptation to copy-cat your competition.

Our advice? Find the lovably weird, human heart of your brand first - your Why, your Vision, your Soapbox, your People, your Love Factor and your Vibe. A strong authentic visual brand presence, grounded in these key branding pieces, will give you a confident launch pad to propel your business forward.

This is how you grow a brand you’re ready to live in right now and in the future.

You need to draw a line in the sand

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One day, you look up from the chaos and think, ‘Is this the business I really intended to build?’

You love your business, but over time, it’s become a bit of a monster.

You feel overwhelmed by your business’ haphazard growth, unsure of your future direction, and honestly? On a Wednesday, you’re kind of ready to burn it all down.

It's time to take control of your business before it takes control of you. Look at your Why and Vision first - how has it changed? Branding work to define who you are now can give you the clarity to become who you want to be.

You need to stand out in a sea of sameness

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Eep. You look up and suddenly there are ten other people in your space like you.

If you find yourself lost in a sea of #LadyBoss businesses who talk, look and even share Reels like you, it’s time to figure out what makes you lovably weird and distinct.

Articulating what sets you apart — and refreshing your visual identity along the way — will help you resonate with your ideal clients in a way your competitors can’t match.

To start, it’s worth considering what your brand stands for and why your people love you. This will help you dig into how you do it differently.

You need clarity in your business

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Does your marketing unintentionally make your leads confused?

Maybe when you try to explain to prospects what you do, instead of the enthusiasm you’re hoping for, you get blank stares or confusion in return.

Or your suite of offers has evolved so much over the past few years, it’s frankly overwhelming. Your offers feel haphazard and shoehorned in, rather than cohesive and clear.

Time for a quick check: Does your offer suite pass the Spice Girls test?

That is, is each offer unique and memorable? No one ever forgets a Spice Girl.

Or when you describe your offers, do you find yourself stumbling, losing track or forgetting one (because let’s face it, your offers aren’t all that memorable or distinct?)

If you have way more offers than there are band members in a 90’s pop group, you might have a problem.

Clarity is key to success. By gaining a Cristallo clear understanding of your offers and messaging, you can attract the right people and convince them why they should choose you.

But wait… shouldn’t I be slowing down my marketing right now?

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As marketing experts, we’re going to humbly suggest… no.

Can you hear that? It’s the awkward online silence as your loudest competitors shrink their marketing budgets, scale back on their number of Insta reels, and press the ‘Pause’ button on their plans for domination.

This quiet period is actually the perfect opportunity for you to reinvest in your brand strategy. Double down on showing up. And truly stand out in your customers' minds.

Because when you consistently show up when the other players don’t, you can create a lasting impression that pays off when the economy bounces back.

Did any of these five signs you need a rebrand hit the mark?

No judgment here.

If you’re not sure where to begin with your branding, jump into our quiz to find out what ingredients of your brand need a rejuvenating boost.

Need help with your branding? Check out our brand new Brand Clarity workshops to fast-track radical clarity and craft an impossible-to-resist brand for your future.