Most people don’t search for brands on social media — they stumble upon them. Whether through a recommended Reel, a friend’s tag, or a viral collab, brand discovery happens in ways that feel organic to the user. Understanding how this works is key to being seen and remembered online.

Your brand is more than just your logo or color palette, it’s the way people experience your business. Over time, even the strongest brands need to evolve. Whether it’s due to changes in your market, shifts in your audience, or the natural growth of your business, rebranding can breathe new life into how customers perceive you.

But how do you know when it’s the right time? If you’re a business owner in Charlotte, NC, here are five questions that will help you determine if your brand is working for you, or if it’s holding you back.