Life happens at a fast clip, and your brand matures with every deal. If your brand promise, products or services have changed in time but your brand hasn’t kept up, it may be time.

Your potential customers see you frequently, but don’t remember your brand or worse, your mission.

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Your choice of date-night clothing has changed since you graduated high school. If your brand has been around a long time and never shrugged off the bellbottoms, it’s time to refresh your wardrobe.

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Do you have a mantra? Do you stand for something? Do you have a shared mission? That should be evident visually to those that encounter your brand.

Your brand has poor consumer perception and needs to reinvent.

When the competitive set changes dramatically, you need to choose: stick with what has worked, change, or simply refresh. “Updating” is not the same as “Start Over.”  Act in accordance with what reality is now, not what it once was.