Construction of new roads that would eventually be part of the Brand Highway began in 1959. Various segments were completed as the need arose, until in 1975, there was a new link between Perth and Geraldton. The route reduced the distance between the cities by , and had a total cost of $4.2 million. On 14 February 1975, the new road was gazetted as part of the Geraldton Highway, with the old route via Moora renamed The Midlands Road. It was officially opened on 4 April 1975 by the Minister for Transport, Ray O'Connor at Eneabba. One year later, the road was named Brand Highway after Sir David Brand, who was Premier of Western Australia from 1959 to 1971 and also held the local electorate of Greenough from 1945 to 1975. The change of name from Geraldton Highway to Brand Highway was gazetted on 12 March 1976. Premier Charles Court officiated a ceremony held on 30 April 1976 at a tourist information bay in Dongara, where a plaque was unveiled commemorating the naming of the highway.