Rebranding–which can include updating your positioning, messaging, visual identity, website, and more–is a big investment of time and capital. To the outside world, it signals an intention to mark a new moment in your organization’s history and to be perceived differently.

• If your organization rebrands but doesn't actually transform, it's in the throes of an identity crisis
• Rebranding is actually a record of a transformation that has happened or is already underway
• Your current brand simply isn't a reflection of who you are as an organization a...