Why should I review my business’s brand?

We have all heard the old saying, “If it ain’t broke, don’t fix it”; meaning if something is working perfectly well, leave it alone. This can be true of many things in life, but when it comes to your company’s corporate identity (logo/brand) it is important to monitor and review your branding to ensure you stay relevant and reflect the changing perceptions of your brand and services in your customers’ mind’s eye.

How do I start?

Ideally, you should undertake a review of your brand every 3 to 5 years. During the brand review process, make a note of which brand elements remain strong and current, as well as considering any cultural and lifestyle changes which your brand might want to resonate with in today’s fast-moving society where first impressions count more than ever!

Evolution of your brand

A brand review in many cases means an evolution rather than a total redesign. It may mean incorporating tonal shifts in your brand’s ‘voice’ and a great example of this is McDonalds’ taglines, which have evolved over the years to reflect their market position. In the 1960s the fast food chain was considered a ‘date restaurant’ and “Let’s eat out” reflected this. However, with todays shift to fast food being a primarily individual and customised activity, the “I’m lovin it” makes the right subliminal connection and matches its customers’ lifestyles.

What if I decide not to change?

Reviewing your brand doesn’t necessarily mean you have to change anything. Quite often, a critical review can simply reinforce your confidence in the brand you already have in place. In 1966, Henry Ford II of the Ford Motor Company commissioned world-renowned logo designer Paul Rand to rethink his grandfather’s company branding. Rand, the creative mind behind the logos of IBM, UPS, Bell, and Next Computers, was famous for being able to solve a client’s problems with a single option. However, after analysing Rand’s proposal Mr. Ford had second thoughts and decided not to change the logo after all, deciding that when it came to the family name what was good enough for his grandfather was good enough for him!

Early review in rare circumstances

There are instances where a company may choose to review their branding much sooner than the recommended 3 to 5 year period. For example, Surrey-based estate agents ‘Kallars’ recently decided to review their brand after just 12 months, as they were moving to a larger office and wanted to make sure that their still relatively new corporate identity was as good as it could possibly be before investing once more in expensive signage and updated stationery to carry their new address!

Where can I get help?

Your brand represents the face your company puts forward to the world, on simply everything ranging from a humble business card to a stunning website. Reviewing your brand helps you make sure that public face is exactly what you want it to be. Taking the time to review and, if necessary, update your branding is an important part of running your business, and will ensure you stay relevant and reflect the changing trends of the consumer market place.

For the best results, choose to work with an independent graphic design professional such as Dan Summers Design, who will be able to advise you on how to maximise your brand’s awareness and effectiveness in your target market and if necessary enhance your existing brand. Cutting-edge design solutions are available if needed, but sometimes the smallest tweak is all it takes to make a big difference!

Hit the review button today and contact Dan Summers Design on 01245 465324 for more information on the brand review process and the benefits it can bring to your business.

Dan Summers

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