The Tampa Bay Business Journal recently announced its Fast 50 Awards. Schifino Lee congratulates all of the winners. And we are particularly grateful and proud to be branding partners with four of this year’s honorees:

Our initiatives with these companies all began with an important question: Is your brand growing as fast as your business?

When a company is in fast-growth mode, a lot of things change. Increased logistics. Expanded customer service. Upgraded financial systems. Just about every facet of the company evolves and transforms as you grow.

The one thing that many growing businesses are slow to transform is their branding. As other facets of their business change, their image and message to customers – and potential new customers – can become outdated if the brand doesn’t keep pace with the times.

Frequently this “old” brand image will pigeonhole a company, or make them look smaller than they have now become. Growth can move a company into entirely new areas of competition, but they may appear “stuck” in their previous market space. The opportunity costs of an outdated brand can be huge.

Rebranding can address these issues by communicating who you are today

Rebranding can create new opportunities by getting customers to view you in new ways. It can address new channels of business and position you for future growth. Rebranding can also reenergize your team and company culture, as well as attract a new brand of employee.

To accomplish a successful rebranding, it is important to partner with a branding professional who has a proven track record in this specific area of expertise. Ask to see examples of their work and consult references before hiring anyone.

Most importantly, consider the future growth opportunities that could be available to your company if potential customers were aware of how your company has grown and how far your brand has evolved.