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By: Rose McKinney, APR, CEO, PineappleRM


When your business opened, whether that was recently or many years ago, it started with a purpose. The company name and logo helped customers know what your business did; these also set expectations of what it would be like to do business with your company.

In essence, you created a brand. And, in time, your business went from making a brand promise to earning a reputation.

You might wonder once you have a brand, does it ever need a refresh? If there have been changes within the organization – new leadership, new product or service categories, new innovations, etc., this is a good time to determine the current relevance of message and imagery. It’s also a good idea to monitor the competition and make sure your brand – and its reputation – remains distinct and compelling.


*Rose McKinney is founder of PineappleRM, a Minneapolis-based communications firm focused on reputation management. She’s been an active member of WPO Minneapolis Chapter 1 since 2006.


Originally posted on Women Presidents' Organization by Women Presidents' Organization.

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