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Courville argues that business leaders need to make sure such changes are well planned out. In fact, he says one of the biggest mistakes that organizations make is not making a plan and not testing the new image. He outlines four tips for organizations considering a change in their brand image:

Retain a consistent image throughout the engagement cycle: Courville stresses the need to ensure that the brand image is the same across the board and previous logos aren't still being used, since this could confuse customers and give a distorted image of the brand.
Test your plan: Rather than go ahead with an organization-wide changeover, Courville recommends testing the new brand image with a small group to make sure that the new logo is communicating the message that the organization intends.
Explain the reason behind the change: Most of the time there's a reason behind a change in brand image. Rather than assume that customers will understand the change, Courville says organizations should embark on a campaign that explains the reason behind the new brand image.
Don't underestimate the work: According to Courville changing a brand image isn't simply swapping an old logo with a new one. Organizations need to make sure that the new branding is present on all company communications from the launch day.

Finally, Courville says organizations should use a change in brand image as an opportunity to reconnect with their audience. "A brand change is a huge opportunity to clarify who you are and the reason behind the change," he says.