Small Biz: Change Your Logo Like Wal-Mart?

A new logo and slogan can send a powerful signal that your company is shifting in a new direction -- but only if they're backed up by specific actions (and if you can make changes in as many different areas as Wal-Mart has done, more power to you).

"The real question is, is the store experience evolving in a way that benefits consumers?" says Fishman. "From what I'm hearing, it seems to be pushing in the right direction."

First, do the work to justify your improved image. Then feel free to show off that flashy new logo.