Ask yourself. Has your enterprise evolved beyond its original purpose? If your company is new, will the brand you create today support what you do tomorrow? Are innovative competitors overtaking you? Do you want to enter new markets that don’t yet understand what makes you great? Are you the first choice for talent, investment, and customers?
Whether you are a startup or a global icon, sharply defining your brand is a critical endeavor. The future of the enterprise relies on getting it right—the first time.