I was talking to another business owner the other day.
They were running a 7 figure, 2 person operation, and he was telling me about a deal that was literally being stalled over their business name.
The person responsible for signing off on it told them they were happy with everything… except the name.
(I won’t share the actual name here, but it was very tongue in cheek and borderline inappropriate, especially considering their B2B clients. I thought it was funny, but I also have a terrible sense of humour.)
This ridiculous thing stopped a deal
Now, you can’t say they weren’t ‘successful’ based on where they were sitting financially.
But it did lead them to question two things:
- How many sales had they missed out on because of how they were being perceived?
- Would the name and overall branding be suitable for their next stage of business, one where they’d be in front of even more strangers, who weren’t there by referral or an in-person connection, and who might not get the joke?
Present You vs Future You
You might not have a terrible or inappropriate name, or a ‘bad’ brand. But it may be time to ask if your branding is suited for who you are now, and where you’re heading.
Has it caught up from where you started? Will it suit where you’re going? Are your customers ‘seeing’ you the way you want them to, or do you just think they are?
A logo or a name you picked in year one, back when you were happy just landing any client at all, doesn’t automatically hold up now that you’re the one turning clients away.
What a Brand Audit Actually Tells You
If you’re unsure, I’ve officially opened up my FREE 25 minute Brand Audit.
Worst case scenario, you walk away knowing which 2–3 things in your branding are costing you sales right now, and whether it’s a quick fix or something Strategy needs to solve.
Best case scenario, you lock in something you’ve been putting off…
Either way, you’ve got nothing to lose.
P.S. Grab your FREE 15 minute Branding Checklist to see where you might be leaving money on the table.
FAQs
How do I know if my branding has outgrown my business?
Ask yourself if your branding still matches the business you’re running today, not the one you started with. If your prices have gone up, your ideal client has changed, or you’re now chasing bigger deals, and your branding hasn’t moved with any of that, it’s probably overdue.
Do I need a whole new business name, or just a brand refresh?
Most of the time it’s a refresh, not a rename. A name change is the nuclear option, and it’s expensive to unwind once people know you by it. Start by auditing your logo, colours, tone and website first. The name is usually the last thing that actually needs to change.
Will changing my branding confuse my existing customers?
It can, if you do it badly. The trick is evolving with intention instead of overhauling everything overnight. Bring people along with you, tell them why you’re updating things, and let the core of what they already trust stay recognisable.
How often should I actually revisit my branding?
There’s no set timeline, but a good trigger is any time your business changes significantly. New pricing tier, new target client, new stage of growth. If you’ve grown and your branding hasn’t, that’s your sign.
