In skiing as in business, it’s usually best to respond to situational changes and not react. As I write this, I’m recovering from a complicated surgery to replace my ACL and repair my meniscus. Skiing accident, not business. But it got me thinking about brand equity. Sue me.

“Sands Costner helped us clarify our position and reaffirm our commitment to our customers,” says Fogle. “We’ve experienced significant growth for some time, and our programs and offerings have expanded and evolved to be more robust than ever. We haven’t forgotten that this is all about the people we empower to do big things all over the country. Our dependability and human touch are still our hallmarks.”

So you’ve determined that you need to rebrand your organization, or at least to refresh your visual identity. You may have already decided on a scope of work, or chosen a branding agency to work with. Here then is some advice about the rebranding process: both best practices and mistakes to avoid in pursuit of a successful rebranding.

Business growth planning IS marketing planning; marketing touches all aspects of a business. A good marketing agency can help create a winning growth strategy.