Guest Blog post by WPO New York VI Chapter member, Janet Odgis, President & Creative Director, Janet Odgis & Company Inc.

“What’s in a name — and a logo? Plenty. Your company’s core identity, for one. Your name and logo (your branding, taken together) represent the first glimpse potential customers get of you, and longtime customers take comfort in the stability and reassurance your branding confers. If you’re thinking of altering it for whatever reason — a desire to be more descriptive or visually contemporary — here are some key considerations.”

This article first appeared on HuffPost Business on August 3, 2015.