Reinvent your brand:Your company image might be due for an update Soul searching meets strategy with these rebranding case studies

摘要

What's your DNA? We're talking about branding - the cultural makeup of your company, your vision and values, and how you go about telling the world about it. Haven't thought about it lately? Then, perhaps the owners we talked to this month will provide a compelling reason why examining that first impression - the "look and feel" you send out to the public, from prospects to potential workers - is worth the time and money. Maybe you'll discover, like James Rose of Perfect LawnCare in Williamstown, Ky., that renaming your firm is reinvention."I couldn't get accounts the way I wanted because when people called, they thought the company was just me and it wasn't a team," he says.