I think a rebrand is more intended to show a switch in focus. For example, I used to run a forum called Pr o Wr e stling Fo rum (why is this censored still), that's actually a really decent name and we were doing great as far as SEO, search engine visibility, and had a lot of guest and crawl bot traffic, but we had no activity so it mean't nothing. I supported, and still support, an update in look and feel. It's been like this for like 3 years now. I think the name and domain are fine, and probably have a decent amount of e-equity.
The site is inactive which is the biggest hinderance. The problem is ofc finding people that are willing to post everyday. I try my best to come on a few times a week, but that's not enough. I think the main thing that grips people now is community. Forums will never outrank reddit and Twitter for discussion, but what they do have is community functions. I know we did things for community for a few months, but I think there's more to untap. Revitalized prediction contests, video game contests, maybe with gift card prizes or something.