Is now the right time to update your company’s brand image?
As the new economy and digital marketplace continue to evolve, some business leaders may feel like they are under pressure to upgrade their brand’s image in an effort to remain relevant to the next generation of potential clients and customers. However, oftentimes, you may need to simply assess which areas of your business need some minor adjustments rather than trying to reinvent the wheel.
So before you consider the redesign process, members from Fast Company Executive Board are here to discuss some steps that they recommend when contemplating a rebranding idea for your company’s logo and image.
1. MAKE SURE THE BRAND VISUALS ALIGN WITH COMPANY VALUES.
Make sure all of these branded visuals reflect the values that you and your company stand for. Create meaningful designs by considering how these visuals will deliver on your brand’s promises to your customers through your products or services. – Keka DasGupta, Art of Life-ing
2. SEEK INSPIRATION TO ACCELERATE THE REBRANDING PROCESS.
Identify inspiration to accelerate the rebranding process. As the quote goes, “All new ideas are combinations of old ideas, but not all idea combinations are created equal.” Check out competitors and other companies to give you an initial pulse on what type of logo or image you’re connecting with. While preferences change or get refined, finding existing inspiration offers a valuable head start to speed up the process. – Cam Wilkie, func.media
3. THINK THROUGH YOUR LONG-TERM BUSINESS GOALS TO UPSCALE THE BRAND.
A rebranding exercise can be expensive and disruptive. To make it cost-effective and beneficial, one best practice is to think through the long-term goals of your business and how you would like to use rebranding to upscale your brand image and create long-lasting brand recollections. – Anand Mahurkar, Findability Sciences Inc.
4. GET YOUR ENTIRE TEAM ON BOARD WITH WHAT THE BRAND IMAGE STANDS FOR.
Your logo should be an encapsulation of your overall brand image—a symbol that represents what you stand for as a company. That way, it won’t just be a pretty picture, but a brand asset that you can use for years to come. To get to that stage, you need to start by looking inward and defining clearly what your brand stands for and make sure that you have buy-in from the whole team. – Daria Gonzalez, Wunderdogs
5. CREATE EXCITEMENT AND ENGAGEMENT OPPORTUNITIES FOR EVERY STAKEHOLDER.
A logo and image competition can be an effective way to engage your customers, employees, and even the general public in the rebranding process. This approach can help generate excitement and interest in your brand while providing valuable insights into what resonates with your target audience. You should set clear guidelines for design elements and brand values. – Tony Martignetti, Inspired Purpose Coaching
6. DESIGN A UNIQUE LOGO TO STAND OUT AND ESTABLISH AUTHENTICITY.
One best practice for rebranding your company logo and image is to focus on creating a unique design that reflects your brand’s values and identity. While it can be tempting to follow the latest design trends, a unique logo can help your brand stand out and establish its own authenticity. By creating a unique design, you can strengthen your brand’s authenticity and build resonance with users. – Goran Paun, ArtVersion
7. ASSESS WHAT IS BROKEN (AND WHAT IS STILL WORKING) BEFORE REINVENTING.
Don’t always assume new is better. Look to see where you might have equity in your brand, how a rebrand will affect your customers and clients, and assess what is broken before tearing it all down. Sometimes polish is all you need to modernize your brand if there is equity, and a slight shift in font, color, or minimizing elements of your brand is all you need to stay relevant and fresh. – Taja Dockendorf, Pulp+Wire
8. THINK BEYOND CONTEMPORARY COLOR AND DESIGN TRENDS.
When rebranding, it is most important to be authentic to who you are at your core and what you are passionate about. Don’t make the mistake of just picking contemporary colors and designs. During our last rebranding initiative, we engaged a firm that interviewed our best customers. They were able to capture the essence of our value and uniqueness and turn that into a congruent and refreshed brand. – Steve Dion, Dion Leadership
9. ENSURE THAT THE BRAND REMAINS RECOGNIZABLE IN THE MARKETPLACE.
It’s about iteration, not scrapping and replacing. The purpose of rebranding a company logo and image is primarily to increase relevance, attracting new users without alienating loyalists. There’s a Goldilocks phenomenon to it. Don’t stray too far away from where you originally began. That can be confusing (think Jennifer Grey). On the other hand, if the rebranding process is too little, it may not be worth the expense if it isn’t moving the needle. – Loren Greiff, Portfoliorocket
10. PROVIDE LOGO OPTIONS FOR YOUR DECISION MAKERS TO REVIEW.
Your company logo should reflect your brand personality, differentiation, vision, and value. In addition to key stakeholders and selected employees, I recommend that your research and process involve external views from clients, media, and reporters. It’s also essential to provide logo options for your decision makers to discuss, debate, and refine. – Steven Moy, Barbarian
11. DETERMINE THE REASON FOR REBRANDING.
The very first thing you should identify is the “why.” Are you trying to reach a larger audience? Or maybe differentiate yourself from competitors? Once you pinpoint the reason for a rebranding, you can develop a strategy for the best way to approach it. – Kelley Higney, Bug Bite Thing
12. CONDUCT FOCUS GROUPS AND PROVIDE QUESTIONNAIRES.
Rebranding your company logo significantly impacts your business, so ensure that the decision to rebrand is driven by a strategic purpose and not just to follow the latest trend. Your logo should align with your content, product, and marketing strategy. One tip is to validate your idea by creating focus groups and questionnaires to involve your audience in the creation process. – Gergo Vari, Lensa
13. CREATE UNITY THROUGH PHYSICAL, DIGITAL, AND WEB-BASED MATERIALS.
Create a unified brand identity across all platforms, including physical, digital, and web-based materials. This will help customers recognize and remember your brand when they come across it anywhere. Furthermore, consider using consistent colors, fonts, and imagery when rebranding to ensure continuity throughout your branding efforts. – Kristin Marquet, Marquet Media, LLC
14. LIMIT THE NUMBER OF PEOPLE INVOLVED.
Dramatically limit the number of people involved if you’re rebranding your company. Creativity by the committee never results in the best work. And while research can help shape your approach and uncover any red-flag feedback, rebranding is a strategic decision that should be led by the CMO or CEO. – Karen Starns, OJO Canada
15. HIRE A PROFESSIONAL DESIGNER TO PROVIDE A FRESH (AND NEUTRAL) PERSPECTIVE.
One best practice for rebranding your company logo and image is to hire a professional designer. A good designer will make sure that your new logo and image are modern, fresh, and cohesive with the rest of your brand. They’ll also help you choose colors that work well together and make your brand stand out from the crowd. – Rudy Mawer, Mawer Capital