Mark Osborne explains why you should rebrand years before selling your business. He shares a client who renamed her company early so she could bring in partners and build equity in the new name instead of selling her family name.
A lot of times it's actually just cleaning up the things and adding details. It's not like we need to completely overhaul the logo and completely overhaul, like everything needs to change. You probably don't even want to do that too close to a sale. You might want to do it much, many years earlier. I have a client, if I can share, who decided to rename her business to build brand equity in a name. because her family name was on the business and she knew she wanted to sell one day, but not, not for years. She's like, 10 years from now, I may wanna sell this business, but I don't wanna sell my family name with it. And I wanna bring in associates, I wanna bring in other people, and it's much harder to do that when my name is on the business. So she decided years in advance of a sale to invest in a full, complete rename, rebrand, everything that we did for her. And so she's now spending that time to build equity in this new name and this new brand.
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