Underlying a weak corporate or brand identity typically are issues such as 1. lack of vision and direction, 2. lack of clarity around how the business uniquely adds-value or USP, 3. lack of a defined strategy 4. business style of reacting to external forces rather than responding to customer needs, 5, inefficiency due to lack of structure, and finally 6. lack of or ineffective use of resources.

Creating a new logo and updating the website and brochure are NOT the answer, although they may become part of the answer. The answer begins with digging down deep into the business to diagnose what's going on behind the tell-tale giveaway signs showing through the corporate identity.

It's imperative to address 1. the business or brand vision, 2. the unique value it adds for customers, 3. the route to market, and 4. communication with customers. In addition, operational business management is crucial especially structure amd resourcing, so that it can deliver on its promises.

So, corporate image problems signal time for an ultimate business makeover and maybe rebranding, however only within the context of a robust review, operational business management, marketing strategy and then brand development. The crescendo is reached when finally the logo, website and promotion materials get created to reflect the new clarity, confidence and communication about the business or brand.