Rebranding is a challenging process due to the subjective nature of brands and people's opinions, but it can be necessary for companies as they mature and evolve. The reasons for rebranding include reflecting changes in ideal customer profile, go-to-market strategy, pricing model, overall messaging, and creating an emotional connection with B2B buyers. Rebranding also serves as a celebration of maturity and accomplishment for internal stakeholders, such as employees and investors, and can be an important recruiting tool. Sometimes rebranding is simply needed to update the brand's image and align it with the company's current state. Ultimately, people make a brand work through their use, love, and representation of it.