Relax. Do you have a perfectly good brand—that bores you? Did you see another brand that looked cooler, more fun? If you’ve been successful for a few years, you’ve already started building brand equity. People have developed positive associations with your brand. Change it and you may be starting all over. You may even upset your clients. (Think of New Coke—the recipe change that outraged a nation). As consumers, we want the brands we love to stay the same. To reignite your brand passion and keep your clients interested, you may want to add some new products or services that will complement—not change—your existing brand.

Look Beyond the Logo

Remember, a brand is more than a color scheme, logo, or tagline. It is every collective experience you create with your clients and prospects: how you greet them, handle transactions, and show your appreciation. Making people feel special never goes out of style and doesn’t have to cost a lot of money.

It’s More Than a Facelift

Still think you’re ready to make a change? Consult with your friends, colleagues, or trusted advisors to see if your rationale makes sense. Hire an expert to direct the rebranding process. Remember that a brand makeover is more than a facelift—it’s part of an overall corporate strategy. Educate yourself, get several opinions, then hire the best person to do the job. The face of your brand depends on it.

Sandra Sellani is a member of the Orange County, CA, Incubator, an author, and a brand strategist.

Ladies Who Launch is asking you … does your brand need work? If so, tell us how you’re dealing with it in the Comments section below!

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