Start with the problem you need to solve. If customers still understand what you offer and why they choose you, but your visuals or materials have become inconsistent, a refresh may be enough. If your audience, offer, positioning, or company has changed and the current brand gives people the wrong picture, consider a fuller rebrand. Ask recent customers and your sales team what they think your business stands for before deciding on a new look.
Write down what must stay recognizable, what no longer fits, and what the change should improve. Then compare the cost of updating key touchpoints with the risk of carrying an unclear message forward. A rebrand can affect your website, sales materials, signage, and staff communication, so set the scope around the business change rather than the age of the logo. REX’s rebranding article explains why existing customers belong in that decision.