Does your company brand represent you for who you are? Are you better than your company brand leads you to believe? If you are like most companies, you represent yourself poorly compared to the quality of service you provide. You don’t have articulate brand messaging that reveals to consumers your unique qualities; you don’t have a website or marketing materials that reflect your company's personality and character; your marketing and advertising approach doesn’t align with who you want to be; and your overall brand has been pieced together reactively as opposed to a proactive, methodical formation.
Many marketing directors or business owners will think of individual marketing campaigns and marketing materials based on priority and budget, without giving consideration to the big picture and their long term goals.
For most companies it’s not too late to develop a brand or revise your old brand. Rebranding from time to time is almost a necessary thing. Markets change, consumer habits change, companies remove or add services and products, and many other influences may affect the need for a revised company brand. Overall the important thing to remember is that you will be paying for any branding shortcuts you make, so do it right the first time, because missed opportunities can be very expensive.