The Importance of Brand Communication

I imagine there are companies that are very strategic about how they reset that brand or evolve it and then there are some where it just evolves on its own. And I'm curious like how intentional are you with your companies in sort of saying, here's what we're going to say our brand is? Do you go through like a refresh process or a brand setting process? Well, when you're building anything that serves a community, you are building something that has to be agile and responsive to market changes,.