7 steps to an effective business rebrand

“A brand is the sum total of the messages, interactions, and experiences a customer has with your product, services and people,” Blue says. Remember that your brand is not just your logo.

“Use a third-party guide because it is easy for a re-naming effort to deteriorate into likes and dislikes or what your spouse thinks,” he says. Keep an open mind and ground your brand in a strategy that recognizes not only the brand’s origins but also its ultimate destination.