Part of the appeal of redesigning your company comes from the opportunity to make a fresh start.
Rebranding creates a new identity that can help draw attention away from events of the past and focus it instead on your new message. A fresh start can energize your workers and encourage your customer base.
Redesigning your company is also a step in the evolution that every business undergoes. Regardless of how much brand equity you have, if your company appears unable to change and evolve with the times, customers and investors are less likely to take you seriously. A redesign calls attention to new products and targets a new group of customers.