Rebranding: What to Do When Shift Happens

In business, shift happens. (Yes, that’s my clever play on words for both shift and, well, you know). Change is the only constant, and for me that means rebranding needs to happen when there’s a lot of shift(s) happening.

But how far should we go when rebranding? And how often should it happen? I suppose rebranding is on my mind for two reasons, one being personal and the other professional.