There is always great discussion on the point that experts say re-branding should take place at the right time…but when is the ‘right’ time? Questions that are associated with re-branding are, will the new look grab the potential customers’ attention and attract more sales? Another important question that comes to mind is that, what is the company’s specific need to re-explain the product or services offered? Is there a new range perhaps? Are the brand promises and designs old, out of date and in need of a re-vamp?
A successful re-brand is a tricky concept and not to be taken lightly. It is a comparatively detailed process which requires time, thought, analysis and creativity. Having said this, it can act as a positive and effective investment for your business, if designed and planned properly, at the right time. Think of re-branding as providing a fresh, new starting point. It helps in creating a good first impression on new customers. If you find that your name and your company logo does not explain or reflect what your business is about and offers to potential customers, then it is definitely the time to re-brand and look into new ways of advertising. Re-branding is also imperative if there are changes in the company structure, when it is important for the survival of the company or when a business has grown and developed to the point where their old branding is no longer appropriate ‑perhaps a shift in focus has taken place.
Sometimes a little risk and change can be the best idea — however, too much change can sometimes have a negative impact on existing customers. For example, if the company’s website completely changes, the usability and functionality may hinder the customers ways of searching or purchasing your product. There needs to be a comparative balance, in order to keep it fresh and engaging for both potential and existing customers to be effective.
Another time when a re-brand would be a desired and appropriate choice, is in the situation when a merger takes place i.e when two organizations merge and become one. Then it becomes important to design a unique logo that clearly defines the new company, its services and new brand promises.
The next best situation is when there is new leadership. As new leaders typically bring new values, vision and direction, this would be an ideal time where there is a signal of change in the business operations. When it becomes important to promote these changes to the public through visual language, then it is the perfect time to look into re-brand or re-developing new plans, designs and processes.
Have a look where your business is currently placed in the market place and take some time and consideration into whether re-branding is required to attract more sales and customers. Whatever may be the reason, make sure that re-branding plays a significant role in explaining what you do and at the same time reflects a positive image of your business, brand and promises to all your customers.
Do not hesitate to contact Jamie today, to have a chat about your thoughts on the direction of where your business is heading and whether you require any updated graphic designs and visual communications to enhance your brand image.
Simply visit www.designzbyjamz.com/contact
Comments
This was a fantastic article to read Designz by Jamz!!
I look forward to learning more about your exciting business and the design packages you’re promoting.
Your design work is inspiring.
I know that my feelings on changing brands or designs, especially for huge companies such as Google/YouTube/Facebook/LEGOS, etc. can be confusing. Although those changes are usually necessary when they are made, I often dislike the new updates, it takes so much time to get used to. (My husband says the same thing.) So I would say that yes, consider it a serious step before changing your brand!