How to review your brand

Most companies reach a point when they need to take a thorough look at their brand — especially if there are signs it might not be working as well as it could.

“Oftentimes that trigger point when we talk with companies is when they feel like the market doesn’t understand them, when there’s confusion among their clients and customers,” says Teri Hansen, founder of Priority Marketing in Fort Myers. “That says you need to step back and really evaluate your brand because there’s something there that’s not jibing.”