Can I see some new ID, please? The value of refreshing a brand

It’s been proven over and over that it’s critical to brand your company. A declaration of purpose, a logo, a color scheme, and matching identity materials all create recognition and memory retention, and consumers noticeably respond better to well- branded companies and products. But what if your brand no longer projects a truly accurate image of your company; does it feel stale, passive, generic? What if it’s just time for a change?

Companies that re-brand themselves have often just undergone a major internal transition, such as a change in management or the opening of new offices, the creation a whole new product or service, a merger, an acquisition, or just a new realization about who they are selling to. In Armor All’s case, rebranding was a way of celebrating 35 years in business. However, you don’t need an earth-moving occasion to rethink your identity. A new brand is a great way to modernize your company’s image, rally internally and infuse new, focused energy- as was the case with UPS and Dairy Queen recently. If you’ve had the same logo for several years, you may be inadvertently giving the impression that your company is stale and out of touch, or just not growing actively with the times. Ditch the dated identity for something contemporary and chic and a better represenation of YOU; you’ll exude an air of change and relevance.

Humans form lasting impressions based on initial visual input (particularly fresh input), so sometimes a new brand serves to bridge the disconnect between the way you feel about your company and the image that you project outwardly. Your company may be doing something very exciting and innovative, but a staid and conservative identity can cause consumers to assume the opposite. Rebranding is very much an expression of the corporate vision. For instance, when Fifth Third bank announced its new identity earlier his year, they proclaimed that it was less about aesthetic appeal and more about presenting a new philosophy to the world. The company stated that the refreshing of their logo is merely part of a greater corporate transition centered on the mindset of “a new tomorrow.”

Finally, redefining your brand is a good excuse shake awake the old contacts, make new promises to your prospects and have a conversation piece that should make you the center of attention. It’s like attending the dance with an entirely different dress and hairdo. You’re bound to get questions and interest, open a few eyes and have a few conversations. Emails, blog postings, and other announcements of the change will give your company new visibility and keep you on the tip of tongue and top of mind. Developing a new identity creates a marketing boost on all fronts, and it will give everyone in the office something to rally behind. It’s just change, nothing to be afraid of. Just be sure that you put extensive thought and planning into your new brand- it’s not just a color scheme or a tag line; it’s the face that you present to the world.