Rebranding is a serious step requiring some soul searching because it goes to core of the company identity, Brianne Dawson writes. Consider the company's unique culture and values, which should translate in the new brand identity. Make sure the company has the time and money to do it right. And survey the field of industry competitors to ensure that the move suits the times, Dawson writes.
A B2B rebranding effort shouldn't be taken lightly
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