How do you decide if its time to rebrand?

Hi... can anybody tell me is branding is same for every type of businesses? do small businesses need branding ? and yes what branding strategy we should use ?

Hi! I’ve worked with both small businesses and large ones (an international company with 55,000 employees).

I can tell you there are differences in branding. From an outside perspective, through the customer’s eyes, it might be hard to notice. But internally, things are quite different.

First, let’s agree on the term. By “branding,” I don’t just mean creating a logo and brand style but developing the company’s internal philosophy, communication strategy, and market positioning. Fonts, colors, and logos are results of positioning, not the core of it.

Now let’s go through the questions.

1. Are there differences?
The main difference in this case is brand management, due to the difference in scale. It’s easier for a small company to maintain brand positioning without strict bureaucracy; large companies need extensive regulation. For example, in small companies, I worked with brand books of 15–20 pages, while in the large company, I had several, each up to 150 pages thick. This is necessary to synchronize every employee’s work and maintain brand consistency. In a small company, there are fewer management layers, and the boss’s attention (as I sometimes call him “Brand Dad”) is enough to preserve the brand.

There’s no fundamental difference in creating branding — the process is the same. But the speed differs significantly. I handled rebranding in both a small and a large company. In the first case, a month was enough, but in the second, it took two years.

2. Does a small company need branding?
I think it does, but it depends heavily on the business and future plans. For example, a small kiosk selling gum and drinks might find branding an unnecessary expense. But a network of five kiosks could benefit from it.

3. What strategy should you follow?
Here, I can’t give a one-size-fits-all answer; I’d need to look into your specific case more closely. You’re welcome to message me directly to discuss your business, plans, and possible strategy ideas.