You will get tired of your own branding roughly two years before your customers even notice it. You see it every day; they see it occasionally. That gap is where most unnecessary rebrands come from, and we have talked clients out of more of them than we have carried out.
Reasons that hold up
The business changed and the identity now describes something you no longer do. You are competing in a different bracket and the brand puts you in the wrong one. The mark genuinely fails in use — illegible small, unusable in one colour, no digital version. Or there is a legal or naming reason that forces it.
Reasons that do not
A new marketing manager. A competitor did one. It feels dated to the three people who look at it every day. None of those are about the customer, and a rebrand that is not about the customer costs recognition you already paid for.
There is a middle option
Most brands that feel tired do not need a new logo. They need the system around it fixed: a wider palette, a proper type pairing, consistent photography, rules that are actually followed. That is usually where the fatigue is coming from, and it costs a fraction of starting again.