During a rebranding, or any communications re-assessment, it is very tempting to think only of the things that an organisation does well. That’s what we normally do – sell our good points. It’s what we’re used to, and it makes sense viscerally.

But if you have existing business that you’re making an attempt to revitalise, it’s important to take a look at the things that you’re doing poorly. Is it possible that you’d get a better return by fixing the things that are broken, than you might get by advertising how good your benefits are?

Possibly. And if you can fix your problems before your competitors let your customers know about them, then you’ve saved yourself a headache right there.

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