Branding is a major part of small-business strategy, and can't be handled casually or carelessly. Your company's brand represents how your products, services and personality are perceived by consumers. In most cases, building up a consistent image over time is better than constantly changing tactics. However, there are times when your business branding needs a refresh to keep your operations visible and vital. Here are a few signs something has to change:

1. Clarification is Needed: Do clients know what your company does? Has its mission changed significantly, leading to false assumptions about its purpose? Business News Daily explained rebranding can be a tool to clarify why your organization exists and what it offers.

2. Target Audiences Have Changed: When marketing efforts are missing their demographic targets, branding may be an issue. Visme pointed out that setting new goals for consumer outreach can make businesses realize their imagery, slogans or other materials aren't suitable anymore.

3. It's Time to Rebound: Bad public relations can hold an organization back, and a business branding shift may represent a fresh start. Forbes Agency Council contributor Stephanie Sharlow suggested a new brand image can distance an organization from problems in the past.

4. Existing Visuals Look Outdated: Both Sharlow and Visme pointed out that catching up with the times is a major reason to rebrand business assets. While it's unwise to reboot a company's image too hastily or frequently, it pays to keep an eye on the market to ensure your firm hasn't been left behind. 

5. An Old Brand is Restricting Growth: If your brand is ready to level up but your existing brand doesn't suit your next steps, change is necessary, as Business News Daily noted.

Branding for business should reach all areas of a company, from online resources to the products on shelves. Your labels should bear the new imagery as soon as possible, to present a coherent and cohesive unified front.

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