Rebranding a business is now actually quite common and many large international companies do this on a regular basis. Pepsi, for example, has rebranded itself an average of once every ten years in the past 100 years of its history and spent over £1 million pounds on updating its logo alone. Some companies do need to rebrand in order to keep building their business, but how do you know if it is right for you? You could employ a business consultant who will have a look at your brand as a whole and tell you if they think you need to rebrand or simply just improve certain parts of the company identity. They will probably ask you a set of questions and carry out some of their own research to see what the public perception of the company is at present. If you are losing out on business due to your brand identity then it is time for a change.