Firms just starting their branding efforts should get the big things right and understand what their companies do and don't do, says Siegel+Gale’s Jason Cieslak. More mature companies considering a re-branding campaign should do a gut check for how committed they are to the initiative in the long term. After the merger and acquisition, let clarity "drown out ambiguity" with new employees, as well as with future plans and product changes.

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