Logos are the face of a business. As such, it is essential to make sure that your company’s logo is having a positive influence on your clients. Knowing this, businesses should acknowledge and understand the benefits of rebranding a logo design for business. A great logo should exemplify your company’s values, highlight its strengths, and be memorable while maintaining cohesiveness with the rest of your brand elements, thus enhancing brand identity. A good branding strategy will include creating a logo that enhances user experience by giving your clients something that they identify with.
Why Do Companies Change Their Logo?
Everything has an expiration date. Most companies that have retained their relevance over a period of time acknowledge this and make changes to their branding accordingly. These changes, however subtle they may be, ensure that the brand stays fresh and up to date while representing your company and all it entails. Below are some indicators that your logo might need some TLC:
- Age: When was your logo first created, and how long has it been since it was updated? Some companies wonder: why rebrand a logo design if it has been successful at representing my brand for so long? Most companies rely on their name, logo, or tagline to identify themselves; as one of your brand’s most profitable marketing tools, it is essential that your logo is refreshed when necessary so that consumers can feel like the company they are working with is current and up to date. If your logo is dated then it may be more difficult for your company to stand out against the competition. As such, age is one of the biggest factors to consider when thinking about a logo redesign.
- Design: Many small startup companies do not have the resources needed to have a logo design done properly. If your logo was done up quickly and cheaply, the likelihood is that it does a poor job of representing your current brand. If you are now in the position to do so, it is advised that a logo update be included in your brand refresh. A good designer from a digital marketing agency will work closely with you and the rest of your marketing team to come up with a revamped design that still encompasses the essence of your brand.
- Compatibility: As the digital world continues to engrain itself more and more in our day to day, digital marketing is extremely useful. As companies develop their online presence, they may find that their logo does not translate well from print to various social media platforms. Your logo might look great on business cards but may not convert well on a website or Instagram account. This is most common with large, intricate logos. If your original logo design has too much detail, part of your rebranding process should be to update your logo.
Why Do Brands Rebrand?
Generally, most brands move to change their corporate identities once every 5 to 10 years. A rebrand either completely overhauls the logo and brand or simply updates it. Whether it be your company’s logo, tagline, or brand name, a number of factors contribute to your company’s need for modernization and rebranding:
Brand growth & Changing Markets:
- Oftentimes companies want their brands to appeal to different demographics, become more appealing to their target audience, or break into new markets to meet the needs of potential clients.
- If your logo or website looks dated then your company will seem out of touch, giving potential clients cause to believe that the product or service that they are buying is not the best. A new aesthetic across all your marketing platforms can go a long way.
- A bad reputation can ruin your brand. If your company has a stained reputation, whatever the cause, rebranding should be your next step. A brand refresh could help to change the way your company is perceived or give prospective clients something better to associate your brand with.
Mergers, Acquisitions & Demergers:
- Most companies that go through this need immediate rebranding, whether it be to make a visible change to acknowledge the changes being made or to comply with legal requirements.
How Do You Successfully Rebrand?
Start By Understanding Your Mission & Values:
- Your company should already have a clearly indicated mission, vision, and list of values; if not, rebranding offers a great opportunity to establish these essential elements of your brand. Once these are worked out, you should be sure to refer to them so that the rest of your rebranding efforts are true to what your company stands for.
- Once you have determined that your company will benefit from rebranding, you need to decide the scale and scope of this change. Do you need to do a complete overhaul, or will a new logo and updated website suffice? You want to have a clear idea of the work ahead of you that you may plan, budget, and allocate resources effectively.
Consider the Market & Your Competition
- Do research on what is and isn’t working for your competitors. While you shouldn’t mimic what everyone else is doing, it is good to be informed so that you can ensure that your upgrade is contemporary and consistent with what consumers are drawn to.
A rebrand has the potential to bring your company to new heights. At Versa Creative, we know that rebranding is an extensive, collaborative process that should be well-handled by a team whose sole focus is helping you realize the potential of your company and see the results that you want.