Our brains work by association. For example, when you hear the term blue square your brain has to sort through all the colors and all the shapes to come back with an image of a blue square. Our brains are constantly making comparisons (whether we know it or not) so it is important to know all the things your name/logo/colors/tagline are closely associated and what someone might think when they see your new branding. If it is in line with your message, great! If not, it might be worth going down a different path.
Contributors: Melina Palmer from The Brainy Business