Fortunately, rebranding is not uncommon - many major brands, ranging from Dunkin' Donuts to Uber, have successfully rebranded in the past. Whether your branding design efforts started (and ended) with a logo jotted down on a napkin, or you whiteboarded your way through the complete branding process - from brand values to logo variations - somewhere along the way things stopped working. Plus, even if you made creating a brand identity a priority, in the beginning, a change in business plans might have made your initial branding strategy obsolete. After all, it's hard to sit down and flip through fonts when you're still trying to figure out who your customers are (and where to find them). When you're first starting a business, branding is likely the last thing on your mind.
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