time for a rebrand or not?
Look at your company logo design carefully, is it time for a revamp?
Does your logo design fade into the background against other images
you use to promote your company? Has your logo design become dated?
Does it still fit with your company vision?
Is your message connecting with the customers you want, or have the
type of customers you want evolved over time?
Your logo design is a vital tool in
communicating the essence of your business - communicating your brand
to potential customers. Before someone even buys a product or service
from you, they formulate ideas about the business based on your logo
design and visual identity.
Having an identity which works can positively
change how your customers perceive your business and put more money
in your pocket. Don’t believe me? Think Nike, Apple, Coke, Rolex…the
list goes on. How do you make your visual identity come alive and attract
customers to your business?
What is your message?
Businesses change and develop over time,
so the message you need to communicate may change too. The first step
is to decide what you want to communicate about the changes in your
business – maybe the company is more modern in its approach to
customers than it used to be.
You can use a new visual identity (logo
design) to communicate this. This can be achieved by a revamp of your
logo design only, or a completely new approach to all elements
of your identity and marketing materials. I could be a matter of keeping your logo design the same, but simply updating the look and feel of your marketing materials.
Consistency is key when building a brand
so whenever you revamp or change your visual identity you
should patiently and continually communicate the changes over time until the new identity is established.
Who are you talking to?
You need to be aware of who your customer
base is and if they understand and connect with the current visual identity
of the company. Has your audience changed significantly over time? Maybe
the current design worked for customers 20 years ago but leaves the
new audience cold.Work out who you want to communicate
with and what they will respond to.
How do you make it last a lifetime?
If you are going to develop a new design
then it needs to stand the test of time so that massive overhauls to your business image are avoided, which is the ideal. They should at least be 'infrequent'. They say a good logo design should last ten years.
You should work with a good
designer, who knows current trends and how to avoid anything ultra fashionable
that will look dated in a year. A good design should be suitable for at least 10 years and
should be solid enough to take slight adaptations or modernisations
during this time rather than any major changes.
How do you keep your brand intact?
Building a brand takes a long time and
needs consistency, repetition and giving customers the service they
expect time and time again.
It's not ideal to alienate your
existing customer base with a radical logo design change that they can’t
relate to or recognise, but sometimes major change is necessary for your business to move forward; especially if the logo design was poorly designed the first time round and thus has failed to stand the test of time.
If you want a change to your logo design, consider
using elements already in place such as one main colour or image, think
about the changes companies like Pepsi and Coke have made over time.
A company with a strong logo design
and visual identity is taking the first step in building an established
and profitable brand.What you ultimately want to achieve
is an identity which can evolve over time whilst allowing you to maintain your core identity.
Need Help? Do you want us to help you rebrand or revamp
your identity? Get Help Today.. email@example.com