Smart brand

Brian Rist spent 16 years toiling to build his hurricane-protection company into one of the Gulf Coast's biggest 500 companies by revenues.

But Storm Smart Building Systems, with its distinctive hurricane logo, will soon give way to Smart Companies, focusing on selling energy-saving devices such as solar-powered water heaters in addition to hurricane shutters and other storm-protection products.

Rebranding in an economic downturn is a risky business. Customers might get confused, employees could lose focus and the effort could prove too costly.