As humans we have a tendency to want the easy way out. A quick fix. If this weren't true, the world wouldn't have weight loss pills, get rich quick schemes, or an illegal drug problem.

Companies are no different. When revenues are down, they wanna figure out how to fix it quickly and easily.  Often a company will call for a rebranding to turn things around.  The problem with that is that the external brand is only a reflection of what exists internally, and more often than not that's where many of the problems lie.

So if you're company is struggling and needs a new way of presenting value to customers, just know that first you need to look internally and figure out how to change what you do to add more value.  Then go through the process of rebranding and reintroducing new and improved brand to the world.

Before you reintroduce yourself, make sure that:

1. Leadership is united in the new direction.

2. Your not just talking about new value, but you've made the appropriate changes internally to add that value to the customer.

3. All employees believe in the new value you're adding and take ownership of making it happen.

At the end of the day, a good logo alone can't fix a bad company.

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