Rebranding is a big task and is very time consuming but can be beneficial for your business. There isn’t really a recommended time frame on when you should rebrand but it is something you should consider every couple of years. Although rebranding seems a scary task it doesn’t have to be a complete overhaul instead you can just tweak current branding.
You could update colour pallets and your general brand appearance. Your logo is something that could rebrand often but only making slight changes such as colour schemes or images.
If your current business isn’t performing as well as you hoped then a complete rebrand might be the way forward for you. sometimes having a rebrand can completely change your brand’s reach and target audience. Your brand should be consistent, transparent, and easily recognised. If your business is performing well then keeping your brand’s visual appearance is important as a complete change may be confusing to current customers, instead, you should tweak aspects of your branding.