Rebranding can be a very good cause, especially when its aim is to tone up some grey areas in the business. Especially as brands can go off-message, or find their message no longer resonates with their target audiences.
The bedrock of any business is marketing and as an entrepreneur, you need to do everything possible to stay afloat in the overly competitive global market. Right from the planning stages, you should have done enough research to hit the ground running. You also should have found out that customers are not just waiting for you with open arms.