.), ▁while ▁small ▁business es ▁can ▁enjoy ▁more ▁mob ility ▁and ▁implement ▁change ▁more ▁quickly . ▁ ▁While ▁small ▁business es ▁can ▁experience ▁growth ▁without ▁necessarily ▁having ▁a ▁profession ally ▁designed ▁brand ▁image , ▁" re brand ing ▁becomes ▁a ▁critical ▁step ▁for ▁a ▁company ▁to ▁be ▁considered ▁seriously ▁when ▁expand ing ▁to ▁more ▁ag gress ive ▁mark ets ▁and ▁facing ▁compet itors ▁with ▁more ▁established ▁brand ▁images ". ▁ ▁Imp act ▁of ▁re brand ing ▁ ▁The ▁u bi quit ous ▁nature ▁of ▁a ▁company / product ▁brand ▁across ▁all ▁customer ▁touch ▁points ▁makes ▁re brand ing ▁a ▁heavy ▁undert aking ▁for ▁companies . ▁According ▁to ▁the ▁ice berg ▁model , ▁ 8 0 % ▁of ▁the ▁impact ▁is ▁hidden . ▁The ▁level ▁of ▁impact ▁of ▁changing ▁a ▁brand ▁depends ▁on ▁the ▁degree ▁to ▁which ▁the ▁brand ▁is ▁changed . ▁ ▁There ▁are ▁several ▁elements ▁of ▁a ▁brand ▁that ▁can ▁be ▁changed ▁in ▁a ▁re brand ing ▁these ▁include ▁the ▁name , ▁the ▁logo , ▁the ▁legal ▁name , ▁and ▁the ▁corpor ate ▁identity ▁( including ▁visual ▁identity ▁and ▁ver bal ▁identity ). ▁Ch anges ▁made ▁only ▁to ▁the ▁company ▁logo ▁have ▁the ▁lowest ▁impact ▁( called ▁a ▁logo - swap ), ▁and ▁changes ▁made ▁to ▁the ▁name , ▁legal ▁name , ▁and ▁other ▁identity ▁elements ▁will ▁touch ▁every ▁part ▁of ▁the ▁company ▁and ▁can ▁result ▁in ▁high ▁costs ▁and ▁impact ▁on ▁large ▁complex ▁organizations . ▁ ▁Reb rand ing ▁affect s ▁not ▁only ▁market ing ▁material ▁but ▁also ▁digital ▁channels ,