Fortress featured on Forbes: Eight Critical Rebranding Mistakes Entrepreneurs Make

A business rebrand can be necessary for many reasons, including a merger, repositioning, a bad reputation or just a stale image. The rebranding can be “minor”—updating logos or marketing visuals—or a more serious overhaul involving changes in leadership and focus. Often these fresh starts can breathe new life into a struggling enterprise.

However, if a business blunders in the effort, the damage may be long-lasting or even fatal. Business leaders need to ensure they have weighed several important factors before starting to rebrand. To help, we asked members of Young Entrepreneur Council to weigh in on critical mistakes businesses have made when rebranding and what should be done instead.


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