When you are comfortable it's hard to see what needs to be changed.
Your branding is the sounding board to your business. It is what attracts customers / clients. It helps with sales and marketing. When your branding doesn't align with your business, as a business owner you will notice a decline.
If you are thinking about if you your business needs a rebrand, ask yourself these questions:
Have my services or products changes?
Has your ideal audience changed?
Does something need to be changed to my current brand?
Are you constantly comparing yourself to your competitors?
If you answered yes to the above, than it's time to start putting the re-brand in motion. It is time to reach your business goals, stand out from your competitors and reach your target market.