B2B SAAS REBRANDING 101: HOW TO GET IT RIGHT

Summary from the TLDR Marketing newsletter

A rebrand might be necessary if the current messaging isn't effectively communicating a company's mission and values. This could involve overhauling the entire marketing strategy and public image and include a new name, logo, design style, or tone of voice. Brand refreshes update the existing brand strategy without completely changing the brand's identity. Rebranding should be avoided if the company is still new or driven by a need to keep up with competitors.