Rebranding is in vogue. A quick Google News search of the past week returns hundreds of articles on companies who have rebranded, are in the process of doing so, or are considering it.

The benefits of rebranding are many. Examples include a fresh start, reaching a new target, and possible financial returns, just to name a few.

However, rebranding is more than just a logo. It's a new way of being, it's standing for something new, it's a new corporate identity, it's doing things differently.

If you're just changing your logo and doing nothing else, what are you really doing? Are you hiding something? Are you trying to fool the market? I'm not suggesting that this is common. Maybe it is, I don't know. But if you're just changing the logo, please don't call it rebranding. Call it a logo change, logo upgrade, or something like that.

If you are doing an actual rebrand, be sure that it permeates the entire organization and that your employees are fully educated on what the rebranding entails.

Rebranding works. But only if it is honest, comprehensive, and transparent.