A brand refresh can seem the perfect way to reaffirm your position at the front of the pack among your competitors and give business a new lease of life. And in fact, if you don’t keep your B2B brand fresh and moving forward, you risk being left behind by competitors that are charging ahead.

However, changing too much, too quickly can have a damaging effect on your brand legacy. If people can’t connect the dots between the old and the new, you could lose the consumer trust you’ve worked so hard to build.