The right brand identity creates a complete experience for your customers, partners and even vendors. It builds a perception of what the company stands for, what it will deliver, its core values. Connection, emotion, inspiration are just the start of how brands can make us feel.
Contrary to popular belief, branding isn’t just logos. Rather, your brand is an entire identity that encapsulates your company’s identity, communicating it through iconography, color, font and carefully selected and integrated elements. Brands speak to audience, in an intangible yet crucial way that humans cannot.
And yet brands leave as significant an impact as any human ever does.
So it’s understandable when you or one of your associates begins to feel that it may be time for an update on that brand that carried you through from the beginning. But how to proceed? Heck, where to begin?
What should you consider when updating your company brand?
Your company started as a personal dream. Maybe you acquired it. Maybe you joined and recognize it’s time for an update. Maybe it’s a corporation guilty of resistance to (gasp!) change.
Whatever the case, time has passed, and the company has grown beyond the initial brand that was created many years ago. You want something fresh, that will make you stand out, and that will carry you for many years to come.
We suggest starting with a simple question, akin to couch therapy visits or European backpacking treks to “find yourself” (but much less costly and far more colorful). Who is your company, and what do you want it to stand for? Encapsulate your answer in a quick, clear, elevator-speech worthy form. Then assess your value and mission statements, and ensure the wording still works for your company’s current goals.
Now you’re ready to start revamping your brand. Here are our top 4 points to consider for your update:
- Brand Identity and Consistency: Ensure the new logo aligns with your brand’s core values, mission, and vision. It should be consistent with your overall brand identity, including color schemes, fonts, and style, to maintain brand recognition and loyalty.
- Simplicity and Versatility: A simple, clean design is more memorable and versatile. Your logo should be easily recognizable and scalable, working well in various sizes and formats, from business cards to billboards.
- Relevance and Timelessness: Aim for a design that is both relevant to your industry and timeless. Avoid overly trendy elements that might quickly become outdated, focusing instead on classic design principles that can endure over time. PS: This includes your font choice too.
- Audience and Market Research: Understand your target audience and market trends. Conduct research to ensure the new logo resonates with your audience and stands out in the competitive landscape, helping to attract and retain customers.
This is just a start for your rebrand journey, but it’s a great foundation to work from. With careful consideration and planning, you increase your chances of a successful rebrand and future marketing success.
