In the world of branding, a refresh is like a tactical manoeuvre.
How complicated your brand refresh process is will depend on the extent to which you need to change your image.
Often, the idea is to have a distinct impact on the way that your company feels, sounds, and looks to your customer.

As businesses grow and change, it’s important for their brands to reflect the current marketplace.
Simply put, if you stayed the same while all the companies in your industry changed, adopted fresher logos,
and newer ways of communicating with their audience, then you’d end up losing your competitive edge.