In most cases, the brand image of a company or product isn’t eternal. The market is constantly evolving, the needs of people change and the dynamics of business change as well. All these changes create some conditions, which indicate that is the right time to take that important step: the redesign of your brand.
Here I present you ten reasons why you can go looking for a designer to redesign your brand:
Often, renaming is linked to a marketing strategy that seeks to renew the tone and how the brand is perceived. This modification directly affects aesthetics, because the brand must adjust to this new name, especially when it’s mainly composed of a logotype.
2. IT DOESN’T ATTRACT YOUR TARGET
You want to sell your products or services to professional women aged 30 years, but you keep attracting teens and college students. Some times this could happen when the media you use to do your advertising isn’t adequate, because you can’t attract these women handing out flyers at the exit of a school (giving an exaggerated example). However, when you know that you’re doing this process correctly, you can start a formal evaluation of the image of your brand, and establish whether its color range, typography and other elements are suitable to engage the desired audience.
3. IT DOESN’T STAND OUT AMONG THE COMPETITION
Many brands turn to generic elements or clichés that being so obvious and less innovative make them seem another run-of-the-mill brand. The lack of difference makes your brand less memorable, and camouflages it within the wide range of brands that offer the same as you. Know your competition, define your audience and create a visual concept that is linked to the emotions of your prospective customers.
4. IT’S A REFLECTION OF A TREND OR ERA
You created your logo in the 80’s and today it still looks as of that time … Change it! The best brands are timeless and so, they’re keep alive even though the trend is 3D logos.
5. YOU CAN’T ADAPT IT OR REPRODUCE IT IN DIFFERENT FORMATS
Your brand is so complex and full of details that the minimum size that it can be printted to be legible is 5 cm. It is a serious mistake. This limits the copy of your brand in your applications (such as stationery, uniforms, etc.), makes it difficult to remember and adapt to a co-branding*, among other difficulties. For branding often less is better.
*Co-branding: association of two or more brands with the aim of expanding the companies market, through the creation of innovative projects (such as products, services, events, etc.) that generate a positive impact on the costumers. This association is visually evident when the brands of the companies involved appear located next to each other.
6. YOU HAVE CHANGED OR DIVERSIFIED YOUR BUSINESS LINES
Often, changes in the market force companies to modify their business lines or create new ones to supply the needs of their customers, as part of a business strategy to remain alive. If your brand doesn’t reflect what you’re offering now, a change is necessary.
7. YOU HAVE A MARKETING STRATEGY
In this case, redesigning your brand will allow you to relaunch the image of your company or product, this with multiple objectives, such as: changing the perception of your customers, investors, suppliers and others; reinforce those key concepts that have made your brand stronger; strengthen the relationship with your old customers and attract new ones; etc.
8. MARKET EXPANSION
Your incomes have grown, like the production of your company. You don’t only make business nationwide, you’re starting to export your products or services and you realize that your brand, which worked very well in your country, doesn’t have the same impact internationally. In this case you require to evaluate your new market and consumers to see if you need to make this change. Many times as a strategy, the old brand is preserved in the place where it was born because it still works for the public in that area, but another is designed for the new market.
9. IT DOESN’T REFLECT THE ESSENCE OF YOUR COMPANY
You’re an independent language teacher, but your personal brand says you’re a lawyer or that you provide a very different service to the one you really offer. The lack of a concept that determine the guidelines for designing your brand, can affect its interpretation. Hence the importance of analyzing the social connotations that the brand can generate.
10. THERE’S NO BALANCE BETWEEN THE ELEMENTS THAT COMPOSE IT
For example: your brand is composed of a logo and a symbol, but the logo is very small compared to the symbol and thus unreadable. The lack of balance between the elements of a brand destabilize it, diminish its strength and force. In addition, there are more chances that you also generate the problem of reason number five.