You should begin the branding process once you’ve committed to a business idea. Even before you choose the company name, read about that here, you will need to work through the processes we’ve laid out in this course.
If you already have a brand, you need to be delicate in how you rebrand yourself. Especially if you have a large client base, who knows you already.
Start with creating an audit of the business. Collect as many of its marketing pieces, campaigns, visual components, etc. as possible and take note of what exists already. While studying the existing business, head to toe, go through the questions and concepts you are learning in this course.
If your current brand does not live up to your business attributes, if you are not emotionally connecting to your target audience, if there is no life, no energy in what is current then it’s safe to say you need to rebrand your business.