Any changes should keep the best customer service in mind

Rebrand your company because changing the wrapper on a stale product is the solution to all of its flaws. At least, that’s the plan — and there’s the rub.

Change for the sake of change is rarely a good idea, especially if the action does not address the problem.

Assuming the reasons for a revamp are sound, entrepreneur Pavel Stepanov has suggestions.

He owns the virtual assistant company, VirtuDesk, which helps entrepreneurs, real estate agents and other professionals with marketing, prospecting, administration and more.

“Rebranding is crucial because it may help a business or organization stay current, draw in new clients and boost consumer loyalty and brand recognition,” Stepanov said.

“Rebranding helps a company distance itself from negative associations or outdated perceptions,” he said. “Then it can align its brand with changes in market trends, business strategies or company values.”