In a small shack, at the end of a country road, lived an old, quiet man. Over the years, the shack’s untreated, wooden siding turned gray and faded from exposure to the elements. It appeared to be bound for certain disintegration. One day, the shack was transformed by new siding in rich, golden-red hues of vintage cedar. It’s exterior went from decline to vibrant health by magic. Upon closer examination, it could be seen that the small structure’s reclusive inhabitant had simply turned his home inside out. He flipped the boards around and gave himself the gift of “new” siding.

A corporate image should communicate the true essence of an organization. More than a façade, an image should clearly symbolize the values and benefits intrinsic to effective marketing.