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Rebranding a company is a big job. While you might have a strong idea of what will work, there’ll be loads of marketing materials to change – and any existing brochures, printed pens or merchandise could end up being wasted. A rebrand isn’t something which should be taken lightly. If you’re an established company it can actually have the potential to do more harm than good. There’s plenty of examples of big companies rebranding their products only to find that for whatever reason that particular avenue simply didn’t work for them. People become used to associating certain imagery and colour schemes with your product, and if they already do this then the chances are you won’t need to rebrand. If you’re a relatively new business though, and your existing logo and design choices where more of a placeholder until you could afford the professional redesign you dreamt of, then being able to afford and even test drive a redesign can be really useful and incredibly beneficial. The Simple Redesign For many industries drastic is not a good idea. If your target market can no longer recognise you at a glance then you’re doing something wrong. Lots of companies will change their logo so insignificantly that you’ll barely notice at all, but it will keep them up to date with the latest trends in design and typography. Google is a classic example of this, whose statement colourful typeface logo has gone through many incarnations, but you might not have noticed that it’s ever changed at all. The Dramatic Redesign If your company is just not gaining any traction it might be that you don’t stand out. Do some market research. If all your competitors have similar logos and similar websites and the same old printed pens then you just look like one of the crowd. Worse – you could be boosting the profile of one of your competitors. If you’re considering changing your brand image substantially, a bit of consumer research can save you from some costly mistakes. Try taking several options (including your existing design), and commissioning a few batches of printed pens with them emblazoned on. You’ll be able to show these designs on something tangible and see whether there is anything you or your staff would change, and which design is the most popular. The printed pens could then be offered at a trade show – lie them out on a table together and monitor whether one design is picked up more than others. You could even talk to people about why they chose the pen which they chose. Remember that you should never jump straight in with a rebrand – mistakes can be devastating.
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