If your business is evolving, your brand should be evolving faster. If you haven’t touched your brand in the last five to 10 years, it’s time. Stop what you are doing and look around. Do you have a brand that sticks or stinks?
If you are not sure, ask and answer these questions:
- Is your existing brand still relevant?
- Is it believable?
- Can you stand behind it?
- Is it unique?
- And most importantly, can you defend it?