Updating your look to a more modern image is the most common reason companies give their brand a facelift. But refreshing a recognizable brand is more involved than one might think. Certainly, choosing the right designer to perform the nip and tuck is an important element for success. Here are a few other factors to consider:

Companies have many reasons for updating their brand: revising the old look before it becomes outdated, increasing attention to generate sales, or even fixing a problem with the existing brand. Whatever the reason, the strategy should drive the design and not the other way around. A brand is more than just a pretty logo and needs to accurately represent the company's vision, values and mission to build strong brand equity with consumers.  A company must also consider its reputation and make certain it is sending the right message with design elements, images, and language.

Consumer opinion determines the...