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Rebranding and changing your logo design
Some companies aren’t quick enough to realise they need to boost their branding image and do some rebranding. Whether it is a minor or major change in their corporate uniform, building décor, company website, or logo design, some form of rebranding can go a long way to reinforcing the identity and image of the company.
However, it isn’t enough to make just about any change because some rebranding can be disastrous. Often, rebranding involves the overhaul of the company’s entirety – its culture, goals, and message.
So what must be learned before a company decides to do rebranding?
First off, do not make unnecessary alterations to the classics. A logo design that has been well-accepted for many generations need not be changed. Otherwise, there will be some form of confusion or misinterpretations.
Second, there should be thorough research and preparation done before any rebranding is adopted or entertained. A change in the logo design can best be modified if the standard design process is followed the same way as if the company were making its first logo.
Third, solicit the opinion of the target market to know if there really is a legitimate reason to rebrand. Competition these days is so intense that a buyer can immediately jump shift from one brand to another, try a new one to see if it’s better. If your target market is satisfied with your current logo design and corporate image, then do not rebrand.
Fourth, make initial tests to the effectiveness of the new branding scheme. It’s too risky to put all efforts and money into something that will later on be met with disapproval. If you’re about to change your logo design, do some mini-tests and do not overdo the rebranding before you’re truly convinced it’s worth it.
Fifth, never throw away years of brand value for a short period of being cool, hip, modern and what-not. There’s too much at stake here – the tarnishing of a company’s image can be hard to undo. If you already have a functional and effective logo design, stick with it and try not to do anything stupid. Really, it can be easier to change your chief executive officer than change your public identity, your logo that is.
Sixth, if you are to rebrand, don’t just bend to the current trends. Again, it takes years to establish your image, and just minutes to destroy it. If your logo design worked just fine for the last two decades, then why must you change it just because you want to ride the trends?
Finally, make sure your new brand, new logo or new website has more meaning and sense than its predecessor. If it hasn’t, then you’ve taken the wrong turn.
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