Rebrands are satisfying because they feel decisive and they produce something visible. That is also why they get used to avoid harder problems.

Ask the question in a room with the people pushing for it. If the honest answer is "the proposition is still confusing" or "sales still cannot explain what we do", a new identity will not touch either.

Sometimes the answer is genuinely "nothing, we just look dated and it costs us credibility". That is a real reason and worth the money.

More often the list of things still broken is long, and the rebrand quietly becomes a way of being busy for six months.

Ask it early, write the answers down, and keep the list. You will need it afterwards.

A new logo has never fixed an unclear proposition.