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Doctored Image Take one total brand overhaul and call us in the morning.

By Elizabeth J. Goodgold

Opinions expressed by Entrepreneur contributors are their own.

Often there are signs it's time to rebrand: sales are sick,or your industry is in turmoil. But if business is good, should youget a check-up anyway?

Before


Gaye carleton, 49, founded her New York City public relationscompany, Carleton & Co., in 1987, and business steadily grew tofour employees and sales of $1 million. The firm projected a retro,tongue-in-cheek style: Its mascot was a stylized drawing of a 1950swoman, business cards featured a caricature of each employee, andchattering teeth on the Web site highlighted the firm's role asa mouthpiece. Yet Carleton had a sneaking suspicion that thecompany's image no longer represented her view of PR.