Is it time to rebrand your business?

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jenny on how to rebrand a small business

Think back to when you created your current brand.


What creative decisions led you to the brand you have today? Do you think this brand is still a true representation and advocate for your business? In other words, is it still serving your business?


If you’re doubting it at all, the answer is no.


How do I know that?


Because brands built on strategy are designed to last. Those are the brands that grow with a business.

When was the last time you took stock of who you are as a business—your goals, your purpose, your values, positioning, personas?

This is where it has to start. Are you ready to get started?

rebranding a business
rebranding a small business north street dental
pierre carapetian brand launch
what is a rebrand spring moon

Nearly 50% of my clients hire me to rebrand their existing business

There are a myriad of reasons why companies rebrand.

their business has evolved in scope

they have logo but not a brand

they previously DIY'd their logo and brand

they never invested in a brand strategy

they don't connect with their logo or brand identity

Cootes Co logo design reverse

Rebranding a business successfully means working strategically, understanding your customer, and thinking long-term.

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rebrand your business

Finding the right

When it comes to rebranding your business, it's not a one-size-fits-all strategy. It's important to carefully consider your existing brand and implement a strategy that will best serve your business.

The Minor Rebrand

The minor rebrand is common for businesses who are looking to refine their existing brand's look and feel with subtle changes.


For my client, Kelsey Lowitz, she had a logo designed quickly by a friend when she first launched her business. As her business took off, she knew she needed to improve on the design.

As trends change, you may wish to keep your existing imagery but make minor tweaks and refinements to keep your logo fresh while also staying true to who you are.

kelsey lowitz logo design

The Brand Refresh

The brand refresh is best if your business has evolved in scope. Perhaps the types of services or products you offer have evolved and your existing brand no longer reflects all of the facets of your business.

One rebranding example is my client who had her own massage practice. It grew and evolved as she began adding more services to her business and started thinking about her long-term goals. Rebranding a business that has outgrown its existing identity is when a brand refresh is effective.

For my client, we carried over certain elements and colours from her previous logo design — which she still loved — into the new brand, Restorative Touch Therapies

Restorative Touch Therapies logo

The Brand Overhaul

Last but not least, the brand overhaul is for businesses that want to start over. If your brand’s aesthetic is outdated and bears no connection to your core values, you're probably looking for a full brand makeover.

The owner of Bodytonic Pilates in Seattle was looking to elevate their visual identity by rebranding. Their previous design was very dated and was failing to attract new clients to their studio. She recognized the value in a proper brand strategy and said good-bye to the old logo and hello to long-term success.

BodyTonic pilates Logo design


Rebranding gives you the opportunity to

design a brand that's built on your values

target your ideal clients and customers

feel aligned in your brand and business

develop a versatile brand identity, not just a logo


I can not say enough about my fantastic experience with Jenny Henderson Studio. From the very beginning I felt that my thoughts and ideas were taken into consideration and the entire process was wonderfully collaborative. Jenny's designs and concepts were well thought out and incredibly detailed and really helped me to develop my brand beyond my expectations. Needless to say the entire process didn't just result in a fantastic brand style guide and logo but it actually helped me to gain a greater understanding of my business. I couldn't have been happier!

FARHEEN ALI | The Spring Moon