Is it time to refresh your strategy?

In an earlier article I discussed when it was time to rebrand a company. In this article, I'll focus on when it might be time to refresh your brand strategy.

First thing is to remember a brand is much more than just a logo. It encompasses everything that contributes toward customer experience, including the culture you're building and how you deliver your product or service. Your brand strategy is an essential business tool. If it is not helping you achieve your firm's strategic goals, no matter how attached you are to your brand promise or your current campaigns, it may be time to take a fresh look at the strategy behind them.

Here are five signs that it's time to re-evaluate your brand strategy: