We've grown past our original niche and the brand name doesn't quite fit anymore - do we rebrand or push through?

SUGAR Cosmetics started as a beauty subscription box before pivoting hard into full cosmetics, and kept a name abstract enough (a feeling, not a product description) to survive that pivot intact - that's the real argument for choosing an abstract name early, so you never have to rebrand just because your product line grew. If your current name is genuinely limiting (too literal, tied to a single SKU you've outgrown, hard to say outside India), a rebrand is a real option, but budget for the trust cost - existing customers, reviews, and search rankings all reset partially. Before rebranding, try repositioning under the same name first; Mamaearth stayed Mamaearth through a huge category expansion because the name was emotional, not literal, from day one.