Rebranding Your Identity -- Playing the Name Game

To that end, the organization simplified and streamlined its name to Reflections, tagged with "Responsive. Resourceful. Results." Company officials believe this subtle identity shift will better reflect its business philosophy going forward.

This is a step in the right direction, according to DeWese. "A good way to send the message is the use of a sub-name or a tagline," he councils. "For example, DeWese Printing is improved by adding a subhead like, "An on-time, can-do, full-service graphic communications company."