Business branding makeovers seem to be as popular today as Paris Hilton or Brittany Spears (speaking of brand makeovers).

However there are cautions to be considered before you jump into a new branding campaign like does your business meet the expectations your new branding promises or are you branding a dream?

John Williams, the image and branding writer at Entrepreneur.com has a great deal to say on this topic. Here is a snippet:

Rebranding must be conducted carefully and comprehensively. Ideally, you should change everything at once. Redo your logo (and name if necessary) and brand standards, then apply them to all sales tools--from your business cards and website to your signage and brochures.

Read more of John's thoughts on Extreme Brand Makeovers