I recently spoke at my Lane Leaders group and one of my topics was
Re-Branding. Many of you may have
similar questions about your company logo and I decided I would share some of
my thoughts on this topic.
Re-Branding Questions to ASK!
Companies will at some point come to
that milestone known as “the rebrand.” For some, it happens early on once
they’ve discovered who they really are while with others, it occurs after many
years of having grown (or outgrown) their brand. And while a brand is so much
more than a company’s logo, the logo is one of the key ambassadors to any
brand. Yet, there are a number of questions that routinely come up when I start
with a company to rebrand them. Here (in no particular order) are questions
that need to be answered to keep the brand.
Why should I change? Because a brand is struggling or just needs a refresh.
How far do I go? “With most logo designs, the continuity between the old and the new
has to be seamless so the customer will understand you’re talking about the
same company, except, of course, new and improved.”
Is my logo outdated? “If you find that stylistically and visually, you see elements
within your logo that appear dated, and if you feel like it has a very
consistent vibe with a time period, that’s usually a good time to question it.”
What do I want my customers to “feel”? “One of the first things that I advise a small business to do is to
figure out what the emotions are that you want to convey and how we can roll
that into the presentation of your logo.”
Then and Now
You’ll discover that some brands go along an evolutionary
track that one could basically follow. Check out Old Dominion.
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