Redesign ... Reimagine ... Reinvent
F. Scott Fitzgerald wrote: "The test of a first-rate intelligence is the ability to hold two opposed ideas in the same mind at the same time, and still retain the ability to function." As a marketing leader, you have to be able to see the a company image as it really is, and also to imagine what it could become. Then you can bridge the gap.
Your brand image is who you are as a business. But even though the business may not change (though certainly many do) it is vital that your brand REmain fresh, new and inviting.
Companies are increasingly recognizing that today's turbulent times require nothing short of continual reinvention. Weathering today's storm isn't enough. You have got to REact.
REcreate your customer pledge, or your look. Add a word or a color, or change one. REplace old content. Use different copy, case studies, images; ones that REflect your company values. REimagine your service; what if you performed-delivered-created things differently? Could it be better? Ask your staff; employees know how the company works and they are the closest to seeing its flaws or ways to improve. Use that knowledge to REinvent a new approach.
Pointing a critical or at least inquisitive eye at a company's image is bound to help it REvitalize, REjuvinate and REanimate.