Every now and again I talk with someone who ends up asking, "Do you think we should rebrand?" Though a good question, not the first question to ask.

The first question to ask is "Is our brand perceived correctly?"

If you don't know the answer that question, then you need to answer these questions:

• How do others (customers, partners, competitors, employees, etc) define who we are?

• How do we want to be perceived?

Answering those questions will allow you to accurately answer the question, "Should we rebrand?"

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