“My business is doing fine, why should I change the logo?” A typical, and on the face of it, reasonable response by a busy MD focused on running his company.
There are many reasons why a company should, from time to time, assess its branding and adjust it where necessary. It is, after all, the public face of your business. It is the first thing people see. It represents you and the identity of your business.
The first, and most common, reason to update the company logo is simply modernisation. Times and fashions change. That dark blue globe that seemed cutting edge in the 90s now seems stale and outdated. You might not notice it, but new customers will. Would Apple be so successful if they stuck with the multi-coloured logo from the 80s rather than the subtly evolved silver version?
Secondly, sometimes businesses change focus and direction and their existing logo no longer properly represents them. For example, Starbucks changed their logo to remove the word ‘Coffee’ as they wanted to expand into other products.
Thirdly, when a company suddenly finds itself out of touch and out of favour within its traditional area, a re-brand is an opportunity to reposition itself in the market place and can give a fresh impression that appeals to a new demographic. An example of this is AOL, who have refreshed their brand in a bid to attract a younger, tech savvy user base. This is often a last resort and a good example of why complacency can be a dangerous thing when it comes to business marketing.
Essentially, it’s all common sense. Just as you wouldn’t leave your house and garden in disrepair and expect to sell it easily, then neither should you neglect your brand identity and expect customers to come flocking to your door.
Of course, there are exceptions to the rule. Some companies have stuck rigidly to their roots and succeed in spite of this, but these tend to be niche, traditional companies that suit an old fashioned image. There are also examples of rebrands that have not exactly gone to plan, such as clothing chain Gap’s much publicised identity change which caused uproar amongst customers and forced a change of heart by the business owners.
So what’s the answer when it comes to rebranding your company? Well, the first step is to assess the existing logo and identity and look at it with fresh eyes. This may not be easy, but it is necessary to ensure your business looks right to those that matter most – potential new customers. After that, the decision can be made to keep, gently evolve or radically change the brand.
Feel free to contact us if you would like us to help you re-evaluate your brand identity. We have a lot of experience in this area and would be happy to help.
Click here to see an example of our branding work.