What is a brand? A brand is the perception that your key stakeholders (current and prospective clients, employees, partners, industry and media) have of your company. That perception is created through every single interaction with your company at every single brand touch-point.

A great brand stands the test of time – to a point. Making sure your brand keeps pace with the times and changes in cultural, economic, demographic and other forces inside and outside of your company is essential. Is your brand in alignment with where you are today and does it still resonate with your audiences?

After all, you can’t say your company is cutting-edge if your identity and marketing materials look circa 1990. And let’s face it, the Power, Oil & Gas Industries are notorious for this. Trade-show booths with a 1990 design, marketing collateral that a sales guy developed instead of a professional graphic designer. Websites that are left stagnant and a logo that screams perhaps the disco era. We are continuously evolving. People, technology, science, education. Why wouldn’t your brand?