I think about this article about communications styles a lot.

As an American living and working abroad since 2011, I’ve had to navigate a lot of different communication styles. The communication diagrams are so fascinating and helpful.

“It’s time to rebrand when you notice confusion or misalignment with how your key audiences perceive you…”
“Rebranding is expensive, but it costs much more over time to not invest in putting your best face forward”

Source: Branding is expensive, is it worth it