1) Leave it alone
2) Tinker with it
3) Change it radically

When new clients visit our agency, we try to talk about their Brands and, as often as not, their eyes glaze over.

Some think they’re too small for a big brand, like Debra Kravet of Apthorp Cleaners on Manhattan’s west side. See the look of brand, the optics, we created for her:

Some think their company is so big, everyone important knows the brand already.

But I’m stubborn – a Taurus, you know – so I push it a bit. I believe that a Brand is so important that it should be looked at almost constantly. That doesn’t mean I think any given brand should be changed or even tinkered with. Maybe it’s perfect. I just don’t know until we’ve given it a physical. I do know that whatever you do with a Brand, you should know why you’re doing it.

But a lot of people don’t know what a brand really is. So I decided to write about it in my Forbes.com column. Here it is: Why Isn’t Everyone An Entrepreneur?

To my astonishment, over 40,000 people viewed the column and over a 100 left comments. Brand is more top of mind than I thought.

Have you looked at your Brand lately? How does it resonate online? How can we help you?