Action points
- If you want to change your brand’s personality, then don’t start by painting the outside walls. First, honestly appraise who you are, and what a realistic aspiration for your company is. If you want to stretch this, then work on your culture first.
- Only then should you set about hiring an agency. And look for one that’s a realistic reflection of who you are, not a shot-in-the dark aspiration for who your competitors are.
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