Evaluating Your Brand. When Is The Right Time?

Your corporate identity provides the framework for consistent communication to your market. It sets your business apart from the competition and determines the way your customers perceive your company and the products and services you offer and sell.

When evaluating an image change for your company, it is important to determine if your business has changed dramatically or if your brand is simply outdated. Have you introduced a new product line or altered your existing product lines substantially? It is important to know that you are making a change for a reason.

Before making any drastic changes to your corporate identity, do some research internally. Ask your employees how they perceive the company they work for, what challenges it faces and where it excels and falls short. Ask yourself, "What are we really good at and what makes us better than other companies who offer the same services?" Once you assess the findings, you can create a statement that sums up who and what you are. This statement will become the reference point for your rebranding efforts.

With proper evaluation, a rebranding effort can bolster your company's appearance and it's reputation in the business community.