Why rebrand? Five reasons.
Nothing gets the social media lines humming like a tweak or a nudge to a high-profile brand’s logo. Creating chatter is no reason to rebrand of course, and hardly why these corporations elected to launch new and (arguably) improved looks. It’s a common question with many of our clients – why rebrand?
I usually offer five reasons:
1. Your business is no longer understood. A new identity can help bring clarity for evolving organizations. A good example was our work with the Canadian Centre for Christian Charities. Its brand no longer represented the breadth of the organization’s reach or the spirit of its service. A modified name, new tagline and a bold new look has been a strong first step in better communicating who they are.
2. Your logo doesn’t align with your brand personality. Even if what you do isn’t much different, brands evolve in other ways. Guelph’s Graniteworx is a good example: this retailer of high-end countertops, kitchen and bath accessories intentionally moved more upscale, coinciding with the opening of a new, high profile store. The visual identity needed to follow suit.
3. Your logo is dated. A tired brand implies a tired organization. If your logo font brings to mind the cover of a Stars On 45 album (remember? Who’s with me?), it might be time to freshen things up. Guelph Public Library’s former logo was, well, a stack of books that did little to represent all they bring to our community and the dynamic, energetic library of today. A new look was warranted.
4. Your logo doesn’t appeal to your target audience. Understanding your audience is a marketing fundamental, and your brand must resonate with them. For the Economic Developers Council of Ontario, a strategic goal was to attract young professionals to the industry. In our research they told us the logo hardly suggested a progressive career. A rebrand was in order.
5. Your logo is trying too hard. Some logos try to say a lot rather than make a simple impression. The brilliance behind the concept can be a great story. The trouble is, this often makes them bulky, and the context is lost on the viewer. A strong, simple logo – such as the upgrade recently developed in collaboration with our colleagues at HumanSystems Incorporated – can speak volumes.
Why rebrand? Sometimes there are good reasons why rebranding is NOT the answer. That perspective is coming soon…