Whether you’re a startup or a Fortune 500 company, the time to rebrand inevitably rolls around.

Rebranding is equal parts a risk and an opportunity. On the risk side, you face launching a brand that completely misfires. On the opportunity side, your brand has potential to strengthen its presence, reputation, and image in the eyes of your customers.

Overall, a rebrand conveys a declaration to your company’s overall commitment to growth.

Today, Memorial Day is synonymous with bbqs, picnics, and pool floats — but the historical significance of the holiday stretches far beyond a three-day weekend.