Doctored Image Take one total brand overhaul and call us in the morning.

Often there are signs it's time to rebrand: sales are sick,or your industry is in turmoil. But if business is good, should youget a check-up anyway?

Before

Gaye carleton, 49, founded her New York City public relationscompany, Carleton & Co., in 1987, and business steadily grew tofour employees and sales of $1 million. The firm projected a retro,tongue-in-cheek style: Its mascot was a stylized drawing of a 1950swoman, business cards featured a caricature of each employee, andchattering teeth on the Web site highlighted the firm's role asa mouthpiece. Yet Carleton had a sneaking suspicion that thecompany's image no longer represented her view of PR.

During

Initial reaction to the rebranding plans and name change wasshock. After all, many BIZ Experiencess are so impressed with theirown moniker, they can't wait to flaunt it. Carleton's yearsin the business had altered her perception. In fact, she felt thateffective public relations was just that-a change inperception. It was time to unleash a new spirit: Mantra PublicRelations. The tagline, "Empowered public relations," wasa wise, calm approach better suited to today's climate than theformer icon. Mantra's new logo materialized: a crimson and goldmandala, typically used as a Buddhist tool for meditation. Theoffice was overhauled to reflect a Feng Shui approach thatprojected a positive force, and the redesigned Web site paid homageto traditional Zen beliefs.

After

The results? Long-time clients see a firm that is re-energized;prospects are dazzled by a unique perception. Sometimes the oldadage "If it ain't broke, don't fix it" is justplain wrong. Often, tuning up your brand is just what the doctorordered.

Elizabeth J. Goodgoldis CEO/chief nuancer of The Nuancing Group, a brand consulting firmin San Diego, and author of the monthly newsletter Duh!Marketing.

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