Because you should always look before you leap - as in head over manolos into that re-brand - Whether you're starting up (or over), or simply seeking a little strategic "nip-tuck", for your brand, there's only one way to do it: right. Many people gloss over this critical step in the branding process, and jump right into the surface parts of branding - the logo, the photos, the website - but you're doing yourself (and your wallet) a huge disservice by doing this.
Why? Because when you lack a solid foundation for your brand, when you don't make strategic, intentional choices, you're leaving your brand up for interpretation rather than taking control of how you're perceived. So please - for the love of all that is successful - don't waste any more time, energy, (or money) on your brand until you've (re)Worked your brand with this invaluable Brand (Re)Work-it-Book. You'll thank me, yourself, and your bottomline.