How do new CEOs communicate authenticity, rally their employees around a fresh vision, and gain the confidence of those they serve, both within and outside the organization? One valuable way is to use branding as a bridge.

Your assignment: rebrand the organization. For many, their gut reaction is to hire a designer, update the logo and call it a day.

If you think about it, not much. But there is this odd phenomenon in sports where the two age groups find common ground. Both seniors and toddlers can faithfully cheer for their favorite team, or more aptly labeled, their favorite brand.

When you look at your brand today compared to where it started, is it as far as you want it to be? Or, are you having a gut feeling that something just isn’t right? Could there be warning signs that you haven’t recognized – or are you choosing to ignore?

Rather than scheduling branding "tactics" as part of your advertising mix, take a step back and consider whether your brand and marketing efforts are working in harmony to increase loyalty and sales alike.

Ever have a baby or a toddler in your life? How about a vegetable or flower garden? Or a pet? Did any of these take care of themselves? Nope. And why? Because each is an organism, a living entity that requires support and care in order to survive. If they didn’t have some help, they’d likely die.

These are the branding strategies that dig beneath the surface to find the root problem and utilize the various elements of rebranding to create a solution.

If they're not with you, they're against you. You may not realize it, but as a business leader, you're either bringing your team together or giving them a reason to rebuke your direction.

The meaning of life. The meaning of Christmas. The meaning of success. So many facets of our lives seem to derive value from their meaning. What about brands?

Normal awards? Not at Daake!

Daake Receives National Recognition for Healthcare Website.

Because of brand positioning, every point of contact with the public means that your brand is producing a positive result. Trust.

Brands can be characterized for their longevity, creativity, familiarity and sustainability. But, what about a brand’s resiliency? Its “survivability?

We’re all guilty of brand apathy. We use a product because we always have, even when there may be something better on the market.

From the time we could speak complete sentences, we have said it many times. “I need that.”

“I’ve got a bad feeling about this.” Usually, it’s a signal to turn around and go another direction.