As a Graphic Designer, I find most often that people want to rebrand or create a "New Logo" for all the wrong reasons. A nice shiny new logo will not make your business successful. Your "Brand" is what makes your business successful. When I say "Brand", I am talking about the essence of your business. Your "Brand" refers to the feelings around the quality and usefulness of your product. Your Brand is the results and / or the overall experience of your customers and clients. Your Logo is just the icing on the cake. It's the doorman to welcome in all those potential clients to what your company has to offer.