This month, I would like to talk a little bit about this magical word – “Brand”. In a short month, I have met several people who advised me to change the company name. The importance of branding was a major topic of discussion. Some said they don’t understand our company name. Some said the name has no “enterprise” feel. Some don’t like the colour. There are so many comments (or noise?). So what should we do?
Should we quickly engage an expensive so-called Brand Consultant and start a “long journey” with the consultant to develop a brand and a message that is consistent and resonate with customers? Should we quickly think of a new name to re-brand the company?