There are many good reasons to refresh your brand: Your current brand could be getting old, and you’re starting to look outdated. Your company never underwent a managed corporate branding process, and now you’re left with an inconsistent mess. As you’ve grown, your brand might have waivered from the initial branding. Growing a business takes a lot of effort, and brand standards tend to get forgotten. You’ve been in business for a while, and your target audience has changed. You need a refreshed corporate identity that reflects your new audience. Your customers are not turning into brand evangelists—you need a corporate identity that connects better to the right audience. Your brand’s touchpoints are misaligned. Over time, a company’s website and other digital assets, business cards, and advertising can get out of sync, requiring a brand refresh to bring order to the chaos. If your e-commerce brand is experiencing a decline in sales, customer engagement, or market share, it may be an indication that your brand needs a refresh.