Across my career, I've worked with more than 100 clients. One call worth getting right before you spend on design: is this a brand problem or an explanation problem? A rebrand fixes a mismatch between the company and how it presents itself. If buyers can't tell what your product does, a new identity leaves that question open. The explanation still has to be written. List what buyers get wrong about you. If most of it is about what the product does and who it's for, start with the explanation.