When a company clearly and authentically articulates its brand, it informs all communications and establishes a solid reference and point of view. Conversely, a poorly articulated brand can obfuscate and confuse. It forces all communications to work harder, redirect, repeat, repost, respond, add on to, or make up for. It costs far more time and money to fix brand perception and awareness than to do it right the first time. A change of name or logo is not something to be taken lightly. Here are several instances where it makes sense.