Building a Better Brand?

A number of brands have been recently been changing or experimenting with their brand image.  Two notable examples include Olive Garden and Twitter:

Branding changes come with concomitant concerns about making adjustments that aren't favorable to existing fan bases, but can be considered acceptable losses if they come with an accordingly higher increase in new customers. Not only that, but visual storytelling can say much about who you are as a company, and your brand is a cornerstone of that story.  What does your logo and your branding say about you?