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

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.