Many clients are resistant to change.
When we have a client approach us for one type of project we often will suggest the idea of rebranding if a mark looks unprofessional or just isn’t inline with today’s standards of logo design. The first thing we hear is “oh no, can’t do that — our logo is everywhere and. . .my wife created this years ago and everyone loves it.”
Yes but is it effective? Does it do for you now what it did 5 or 10 years ago when your business was in its infancy?
Can your brand be carried through to every marketing piece you have or want to create in the future and is it memorable? How does it compare to others in your industry in terms of quality, does it make you look smaller or less professional than you actually are?
Just because your brand has been out there for 5 or 10 or 20 years, doesn’t warrant keeping it around or not updating with the times. Rebranding can refresh a tired corporate image. Everyone eventually rebrands, look at Saks 5th Ave, AT&T, and Holiday Inn, you name it really, they all realize that a brand can grow long-in-the-tooth and to offset that, a fresh look is what can help bolster not only a company’s appearance, but also their reputation in the business community.
Our argument is if these types of large entities rebrand why can’t you?
They certainly value their customers just as much as you do, and you can bet they probably have much more of an investment when it comes to changing their company over with a new image.
Best Buy is actually in the testing stages of creating an updated look — what do you think?
Here is a summary of Best Buy’s thinking:
• Signal to consumers that something new is going on
• Appeal to a broader group of customer groups
• Free the tag to eventually become more of an icon
• Update and modernize the current mark
So what are you waiting for?