It is established that the visual embodiment of a company is the logo. It’s your brand personality and it also encapsulates your brand identity and values. However perfect you think your logo is, it is bound to go under several iterations to keep up in a fast-paced industry of trade and business, where a brand’s significance changes as often as the weather does. When a business matures, a scary yet necessary question arises — is it time for a rebranding?
In this week’s blog, we’re diving right into the do’s and `don’ts of rebranding in the complex art of logo redesigning. Let’s shed a light on why you should take a path of rebirth for your brand!
The purpose for your rebranding shouldn’t be just for the hell of it, it should be a calculated move to the ever-changing world of the business landscape. One of the major reasons why certain brands are up for a refresh is to maintain relevance and stay linked with an evolving audience. Your branding might work for a certain time but with the shifting preferences of consumers, societal shifts and other fads, it’s always at risk of fading into obscurity.
Market Awareness - Keeping an eye out is key. You should always be in touch and up to date with the market evolution, that is a crucial rule. It can help you understand and predict the shifting behavior of the consumers. Anticipating which fads to come next will help you get what you need with your brand refresh.
Always a Step Ahead - keeping up with competitions is not only fun, it’s crucial for your brand too! A refreshed new brand might be all you need to make it stand out, capturing consumer’s attention in a saturated market.
Relevance in Culture - Part of being always a step ahead is staying attuned with social and cultural changes. These factors are absolute necessities in custom-fitting your brand identity with the evolving values of your target demographic.
Impulsiveness - Never get caught up with your impulsiveness! Giving your brand a new breath of life is not something you should take lightly. The journey is a meticulous process, not a snap reaction to a minor hurdle. Take a set back and try to assess the long-term effects of your rebranding plan on your brand.
Disregarding Customer Feedback - Your customers’ inputs matter. Disregarding their insights will maim your brand in the long run. It is best to keep a positive interaction and effectively engage with your audience to better know their views and expectations to ensure that your brand is impacting them positively.
Inconsistency - Be firm and keep a consistent profile across all platforms and mediums. A scattered brand with little to no update can confuse customers and lower the impact of your rebranding efforts.
Like for most things under the sun, timing is key. In order to have timing on your side, you should know how to consider everything stated above as they will indicate the perfect moment you can execute your brand transformation.
Calculated Shifts - The best way to know if it's a good idea to rebrand is when you’re doing it along with a significant strategic shift within your business. These shifts include product changes, improved services or extended target audiences.
Old Image - Keeping a close pace with the changing times calls for a rebrand as well. If you think your current brand exudes an outdated look or feel and no longer aligns with the company’s evolved values, then rebranding would be a good idea. A modern brand will easily stay relevant in a contemporary scene and can be the well-deserved rebirth your business needs.
Change for Change’s Sake - As mentioned, your decisions should always be calculated. Stray away from impulsively making changes on your logo just for the sake of it. There should always be a valid reason behind every move and every change that is anchored in a strategic goal.
Disregarding Customer Loyalty - Never disregard customer loyalty. Cherish you patrons as much as they support your business. If your brand has a significant following, it is important to incorporate subtle elements from your old branding to your new one to maintain a connection with your existing supporters.
Looking into industry giants is always a good way to learn. Way back in 2011, this global coffee giant went through a major logo redesign. Starbucks completely discarded “Starbucks Coffee” from its logo and retained the iconic Siren.
Logo redesigning has its intricacies, being aware of the set appropriate motivations to rebrand is crucial. It is also good to remember that even the most successful businesses embark on a rebranding journey to keep up with trends and stay relevant, all while capturing new audiences in the process.
The Dos in that were outlined elaborates how vital market awareness, calculated shifts, and cultural relevance is. While the Don’ts serve as a list of cautionary measures to avoid being impulsive and disregarding customer inputs. Hitting that perfect timing for a rebrand not only promises a successful redesign, but also impacts your patrons positively.
First impressions last even on the vast landscape of business. The delicate process of logo redesigning is not only taken as is, but as a powerful move towards growth and evolution. Change is always constant and embracing it head on with strategic steps up your sleeve will lead your brand’s longevity and success.. Taken in the journey of an industry giant facing major rebranding head on. We can take this information in as inspiration for your own brand’s journey
The delicate art of logo redesigning is not only done for the sake of change but it also serves as a testament for resilience and adaptability. May your brand’s rebirth be one of the stories others can take inspiration from in the future.
Keep taking the step towards change and make it count!
