This post is born of an observation. One that concerns me and should concern many brands.

Whilst what I’ve been witnessing isn’t new, it has become a more regular occurrence, certainly in the last 12 or so months.

More companies, initially committed to and palpably excited at the prospect of a rebrand or brand refresh, are pressing the pause button.

Each time we encounter this I’m both frustrated and surprised. Then I ask myself why I’m surprised – I shouldn’t be.

Action in these situations only happens when three things exist; the recognition of a need or problem to be solved, a budget to do what needs to be done, and the understanding that it needs to happen now.

If one element is missing the project simply won’t fly. And, no surprises, the most common missing piece for rebrands is the ‘happen now’. It’s also easy to appreciate why.

A rebrand is at its core a long-term strategic play. So in a world where the pressure is on for immediate results and the balance is very much in favour of tactical, performance marketing to deliver that, a rebrand is easy to kick down the road.

Competing priorities are a fact of business life. Unfortunately, the bigger picture stuff, which typically requires more financial investment, often draws more heavily on internal time and resources, too – making it a natural target for bumping to ‘next quarter’ or ‘next year’.

So, let’s get into why even if you’re mid office move, throwing money at new technology systems, pursuing other business development initiatives, whatever else is going on, delaying your rebrand is a costly call.

1. Short-term lost revenue

Having made the point that rebranding is a longer-term strategic play, a well-positioned and articulated brand will make your short-term marketing activity considerably more effective, which means there are more immediate commercial opportunities at risk. Delaying a rebrand can hit your sales hard. If your brand doesn’t connect with customers, leaves them confused, or simply feels outdated, you increase the likelihood of them taking their business elsewhere. That means every day your brand underperforms is a day you miss out on potential revenue – and you can’t get that back.

2. Competitive positioning slippage

Your strongest competitors will be keeping a sharp eye on their own brands, refreshing and evolving to ensure they are different and distinctive. If you’re not doing the same you risk your brand further fading into the background and your positioning being weakened. Staying relevant by ensuring you are directly addressing the problems of your audience, and clearly communicating the benefits you provide and the value you bring to your customers’ lives, is critical to being seen as meaningfully different, being considered, and ultimately preferred

3. The extra cost to catch up

The longer you wait, the more ground you’ll have to make up. Waiting to rebrand often makes the process more expensive. As the market changes and the competitive landscape evolves the chances are a bigger overhaul will be needed to re-establish a compelling position. Problems may be fixed later on, but the ones you have today may well be compounded tomorrow, meaning more cost to resolve.

4. Brand equity erosion

Brand equity is commercial value derived from brand loyalty, brand awareness, brand associations, and perceived quality, rather than from the actual product or service itself. It’s what makes Coca-Cola so valuable versus a supermarket own-brand that’s equally brown, effervescent, sticky and sweet. Delaying your rebrand will directly affect brand equity. Your brand’s reputation is one of your most valuable assets, but it can lose its shine if it no longer fits your business or customer needs. The risk is that your customers lose trust and look elsewhere – and getting them back is a long road with no guarantees. Rebranding while you still have strong equity allows you to build on that value rather than see it slip away.

5. Employee confusion and disengagement

A strong brand identity isn’t just important externally; it’s a key factor in attracting and retaining the right talent. Employees are motivated by alignment with the company’s mission, values, and personality. If your brand feels out of touch or confusing, this can chip away at your internal culture, leading to disengagement and staff turnover – which comes with its own set of costs in hiring and training new talent. On the contrary, a refreshed brand can quickly restore pride and motivation within your team.

The bottom line

When your brand no longer matches your business direction, you risk confusing your stakeholders – from customers and employees, to investors and partners. Any lack of clarity and uncertainty will impact growth, sales and margin. And sooner than you might think.

By aligning your brand strategy with your business direction now, you create a strong, cohesive identity that enhances everything else you do.

So, if you’re a marketing professional tasked with managing brand initiatives, use these points to highlight the importance of a timely rebrand to your leadership. And if you’re a business leader considering the right time to rebrand, remember that more delay equals more cost.

Got it? Good. Now what are you waiting for?