Rebranding – changing a logo and elements of visual corporate imagery – can bring your organisation back into focus for customers and other stakeholders. Consistent with the previous section, a shift in perceptions that represents real brand building is highly dependent on total organisational behaviour. However, changing the visual cues can give the organisation stronger visibility – especially in the crowded marketplace. That ‘shorthand recognition’ should immediately stimulate the positive perceptions that represent the total brand. It is important that any vision for a corporate identity change must be broad enough that it leaves nothing and no one out; receptive enough that it considers all whom it may affect; and simple enough that no one is left with any questions. […]