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So, you are thinking about breathing life into your business. The funky logo you made three years ago has started to look a little dated and the over-all visuals of your brand need a refresh. Many companies, small and large all do it at one point, so why can’t you?
There are many reasons why a re-brand can be hugely beneficial to your business. Whether your company has recently faced a challenge which has put its reputation at risk, or perhaps your target market has simply lost interest, re-branding can help to spice up your business and put you back out in front of your competitors.
While re-branding can be essential to a company’s growth, it can also be damaging to a company if not executed correctly. Here are some of our do’s and don’ts to keep in mind before getting the bulldozer out.
Overhaul Everything at Once
A major company re-branding error is to panic and dramatically change everything at once. By doing this, your company risk losing your core audience and impeding the recognition factor too suddenly. Look at what needs to be completely changed and what can be simply adjusted. Your logo for example, is the face of your brand. Many companies have completely changed their logo at least once, however most have done this in small stages, keeping one thing constant throughout. Before considering a complete overhaul, have a look at ways you could possibly give it a facelift without causing detriment to the entire brand.
Deviate from Brand Guidelines
When a business is started up, there is usually a documentation of brand guidelines to adhere to throughout the company’s existence. This should prevent any deviation from the brand’s vision and therefore stop any newly hired designers from going in and damaging the company’s identity. When a re-brand is in order, it is important to consider these guidelines so that you keep within the company’s spec.
Overcomplicate your Design
When it comes to re-designing your company’s logo, it is a smart idea to look at some of the industry giants for inspiration. Companies such as Apple, Windows and Coca Cola have changed their logos many times over the years, but one thing you may have noticed is that they have become more and more minimal over time. In a world filled with so much advertising, minimalism has become the key way to attract attention. When working on your new design, remember that a clean, simple logo is much more likely to be recognised by your consumers than a wordy, busy one. Whether or not your business has changed, the way you present it to the world needs to reflect modern day.
Hire a Designer
While a re-brand may be considered risky, hiring the right designer for the job will improve your chances of success three-fold. Whether it’s the logo, the website or the email signature, your customers will judge your business very quickly on visual appearance alone. A specialist graphic designer should work beside you to deliver the exact aesthetic you require. They will not only adhere to the branding guidelines, but should also be able to create something unique and engaging to ensure your company won’t lose momentum during the change.
Make sure to Distribute the Correct Material
While re-branding doesn’t happen overnight, perhaps one of the most crucial stages in your re-brand operation is the distribution of the new material. Once you have applied the fresh coat of paint and are happy with the updated version, you must immediately make sure that all marketing materials are up to date. This can be anything from company merchandise such as letter-heads, uniform, pens to your social media, and sponsored links on partnering company webpages.
Move with the Times
No matter how much you love your brand, evolution is inevitable. Rather than ignoring the changing times and sticking with an old, tired brand, look to the future and try to predict your market. Whether or not your current brand is failing, the business world is constantly changing and it’s down to you to keep your finger on the pulse.