Charene Creative is in the process of helping several companies rebrand their corporate identities. I’ve advised each about the do’s and don’ts of changing, or refreshing a brand image, so I thought I would share those recommendations.
To start, let me clear up what truly makes a brand. A brand is the sum total of what people see and feel about us when they see your corporate image. This includes online and offline marketing materials, and every interaction they have with you, even the tiniest details count.
Rebranding involves changing the public’s perception of your company, product or service. If your brand still connects with people, don’t change it just for the sake of change. You might really upset your customer base and end up with more bad publicity than good.
One of the companies I am working with has been around for 35 years and I recommended they do a brand refresh instead of a total rebrand. In their case, the current brand has a positive equity (solid reputation) in the mind of their customer. I felt strongly they should not lose that value by completely changing their brand. Instead, there will be a recognizable transition between the old branding and the new.
If people love you and know who you are, you don’t want to throw that out and start completely over. Below are six reasons why you might want to consider rebranding:
Your brand has gone through fundamental organizational changes. Mergers, acquisitions, new products or services, a focus on new target audiences or expansion into new markets are all good reasons to look at rebranding a company.
Your brand is confusing to people or it isn’t connecting with your target market. If prospective customers can’t recall your […]