We just did!
Once an identity is established, business cards are made, the corporate website is finished, most of us are apt to relax and feel thankful a difficult task has been completed. The idea of starting again is not something we want to contemplate.
Thankfully, we didn’t have to start immediately, but enough changes had occurred in our company’s character and direction that a new look became a vital means of indicating the change.
Just as we don’t stay static as people, we don’t stay static as companies. We get a new management with a new vision. We launch new products, spin off old businesses, and acquire new employees or business lines. In the process, how we look at ourselves can also change. Suddenly, what we said a few years ago no longer seems quite so relevant and new.
External change, new markets or new audiences may also dictate a fresh look. Advanced technology may also change the way we wish to present ourselves.
When any of those things happen, when a good fit becomes a tired fit, it may be a good time to refresh the look and messaging of the company. Changes don’t have to be extreme, but they need to fit and reflect who you are today or who your new audience and potential clients are today.
Corporate brands such as Coca-Cola have evolved their look and messaging routinely over the years to capture the imagination of new audiences. Even Apple, with its crisp, clean look has made tweaks to keep itself at the forefront of its audience.
Perhaps one of the most surprising reasons to undergo a brand refresh is that it forces you to examine who you really are today. That was true for us. The copy that worked several years ago no longer fit, the look that felt so comfortable no longer reflected the energy or our current mindset. So we had to ask ourselves: what is true for us today? And with that question we began to explore who and what we are today.
In B2B, we’ve seen some companies cling to logos that were developed at least thirty years ago. They claim a change would reduce the equity in their brand. But to those outside, their brands look tired and old, similar to the old Sinclair and Esso signs one finds on the walls of some restaurant chains. They aren’t old and familiar. They just look old.
Minor changes in those logos would breathe life into the brand and bring it to the forefront of today’s audience. Just as Coke has survived and thrived for generations with subtle changes, I believe these tired old brands could make changes that would enable new young eyes to see and relate to them while honoring their substantial history.
Refreshing a brand doesn’t have to be complicated. It doesn’t have to require committees and special teams. It does require thought and the willingness to explore who you are today and where you think you want to be in the next few years. That can shake you to your core, but the process can also be liberating and revitalizing for the company as a whole. We believe it’s also vital to extending the longevity of every brand.
If your logo, website, ads and marketing materials no longer fit you comfortably, call us. We’ll be happy to assist you to find the image and words that reflect who you are and where you’re going.