What's in a name? Or a logo? Well, as it turns out, a lot. In the past year, our team has been part of a merger, and subsequently, a complete brand overhaul for our newly merged company. On the surface, the process of changing a name or choosing a logo may not appear to be much. Done poorly, a rebrand is just a coat of paint on the same old stuff -- and you'll probably wonder why you even bothered. But done correctly, a rebrand can encompass your mission, vision, and values, and carry through to the way your employees view and represent your company, and the way you sell your products and services.