The right reasons to rebrand your company logo

Thinking of changing your marketing graphics?

Over time, your business will grow and evolve. You can offer new services or products, enter different markets, or target another demographic.

If this happens, you may need to consider changing your marketing graphics.

However, you need to be careful not to undo all the hard marketing and branding work you’ve done, and fully understand how to rebrand for the most effective results.

Your brand tells a powerful story, and you don’t want to dilute that by fixing (or breaking) something that doesn’t need fixing!

Here are some times when changing your company logo is a bad idea:

1. You are tired or bored of the colors, the image or the font and you want something new. You may have built up a lot of brand equity, which adds to the value of having a well-recognized name and reputation.

By not changing the name of your company logo for the right reasons, you could dilute all this capital that you have accumulated. You need to take a look at your ideal customer and their data before making important decisions.

Here’s the “old” look from Gap on the left and a new one that they tried to implement in 2010. The negative feedback was so overwhelming they soon reverted to the classic.

2. Clients don’t understand what you’re doing. Before you start working on your charts to clarify what you offer, take a step back. Is there anything unclear in your positioning statement, mission statement, or website copy that confuses people?

Sometimes a picture is not worth a thousand words; You may need to figure out how to rebrand your written marketing materials instead of your images.

So when should you think about changing your company logo?

I’m going to use a very personal example! We are going through a change. We originally chose the emperor penguin after Daniel and I went to see March of the Penguins.

We realized that these majestic creatures were the symbol of the qualities we represent: strength, endurance, pride, trustworthiness, commitment, loyalty, togetherness, and most importantly, nurture.

We are based on fostering the success of our clients and on being the support system that a company needs in this technical age. The emperor penguin was the perfect symbol to represent these qualities.

So why change it?

We want to appeal to our existing demographic plus a new demographic: people who are leaving the business world for the exciting world of entrepreneurship plus micro-businesses seeking outside help to achieve their goals.

As we move forward targeting a new market, we wanted to better showcase our services and modernize our images.

Starting with our logo, we recently posed the question to our Facebook followers: which one do you like the most?

We had some interesting responses: who knew us and what we do tended to gravitate towards the more familiar design (A). Others did not see a penguin in some of the designs or saw a woman’s face and hair in others.

While we’re back on the drawing board now, so to speak, this was an incredibly valuable exercise. If we had chosen the one we liked the most and thrown it away, we could have alienated and confused the very people we want to attract.

Once our logo is finalized, we will move on to updating our website and other marketing materials.

Some other reasons why changing your logo and marketing graphics may be a good idea:

• You need to better differentiate yourself from another company: your color, images and / or font are too similar.

• If your appearance is out of date, you could be putting customers off. I said modifying things for the sake of change may be a no-no, but if your 1980s color palette or old font type is making you look bad, it’s time to take a closer look at your marketing materials.

• You are in the middle of a merger or acquisition and need to balance two companies on one design. When United and Continental Airlines merged, their creativity did too: you see the word UNITED with the world that comes from the Continental Airlines guarantee.

• The personality of your organization has changed. Maybe you were a start-up on a tight budget when you started your journey, and now you’ve increased your profits, customers, and employees.

Investing in your appearance can be a must if you want to stay ahead of the competition.

There are many situations in which you should change your creativity. But you need to focus on why you are doing it or you could be damaging your reputation, brand equity, and revenue. The best way to go through the process is to hire a professional marketing company to do it.

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