From Ed Roach: Re-branding. It’s a term that you hear a lot these days. When you hear the term in relation to changing one’s logo, this is an incorrect use of the term. Changing the logo won’t re-brand anything. If you understand that your brand is essentially your reputation and is the result of every touch point in your company. If you’re merely change your logo without addressing the core issues for the re-brand then changing the logo changes nothing.