Regardless of the markets or different industries companies occupy, invariably their business changes due to:

• Market expansion
• New product introduction
• Product life cycle
• Evolving technology
• Merger, acquisition, or partnership
• IPO opportunity
• Customer relationship management

What separates leading companies from others is how they prepare for and manage these changes. If your company is different from how it's perceived or your product/service no longer mirrors your redefined company, it's time to examine your brand strategy.