Feeling tired? Out of date? Perhaps it’s time to refresh your brand. The first thing many will do is call up a design company for a fancy new logo, give the website a fresh coat of paint and maybe invest in some sexy new stationary. ..but to what end? To look more relevant? The fact of the matter is that unless you’re a multi-billion dollar company that is recognized in dozens of countries around the world, few will really notice the change or if they do they will soon realize that it is just skin deep.

A company’s brand is far more today than it has ever been in the past. Your brand extends from your color palette to how you communicate with your clients to what your customers and employees are saying about you behind your back. The brand realm has expanded to encompass every interaction between your company and its products with the public. Now you can argue that this has always been the case, but with the dawn of social media and the greater interconnectivity of between a company and their customers, the importance has shifted from the visual and concrete to the emotional and intangible.

Now don’t get me wrong, a face lift is important, but why not look at all areas of your brand and give those a facelift as well. Revisit your companies culture and the “why we do what we do”. Then present all the changes as a true revitalization of your company. The public will take notice and appreciate the positive change you’ve made to improve and advance your brand.