17 Aug How I Should Change my Company’s Look
Sometimes a subtle transformation works wonders: a color change or a logo refresh; but when you need to show progress on an evolving market, a logo redesign is just a fragment of the whole. To rebrand means a more concentrated effort to shift consumer’s perception. Does your company need a rebrand? Let’s figure it out with these 3 basic questions.
1. Is my business image out of date?
If your business has been on the market for several years or more, a logo and communications refreshment could be very positive. Shake off the old image of your company and revamp your business. When you first came on the market you possibly didn’t pay that close of attention to your logo, or the way the company established a visual communication with your clients. Perhaps now you can review your branding and see if you want something new? Look around your current market and compare yourself to your competitors. Does your logo look out-dated? How does your competition talk to clients? This can give you some ideas about the importance of developing a brand personality, and how far or close your company is to achieve its goals.
2. Is there a bad image of my business?
Here is another reason you may want to revamp your brand: to shake off a negative image of your company/products. For example, McDonald’s developed a rebranding campaign to change the audience’s perception of their company selling unhealthy food, to a more health-conscious and cleaner food brand. McDonald’s helped nourish the obesity epidemic in the USA (showed in the documentary Super Size Me), and that fact pulled down sales because of the increasing bad perception of the brand. Due to this undesirable reputation, McDonald’s put a lot of effort to change its image. They now offer healthier food options like salads and breakfasts. They also revamped their retail spaces with a fresher and cleaner look.
Their whole graphic system changed. Now McDonald’s uses white combined with many colors, including green, to produce a psychological effect of wellness. A new slogan has been added to the classic “I’m loving it”. The new slogan “What We’re Made Of” now implies to its consumers that McDonald’s is concerned with the overall wellness of its customers. They now have a gourmet style for some products that change the visual perception of the prefabricated food into a tasty, special, and desirable food. Therefore, you need to pay attention to the audience’s feedback, listen to what they say about your products/services. You’ll be able to change and counteract a bad perception if this is your company’s case.
3. Who else do I want to target? Can a rebrand handle this?
To keep your business moving forward, it would probably be good to capture the attention of a different audience from the one you already have. First, research to find an untapped potential market so you can start to capitalize on another demographic field. When you find it, you will need to adapt your branding to these potential costumers and figure out a way to communicate with them. Why is this important? Every effort your company makes to know your target audience, their needs, and their culture can give you information about how to get closer to them through your branding strategy.
As Dunkin Donuts isn’t afraid to adapt its donut’s flavors (Korea prefers grapefruit coolata or Lebanon’s Mango) to the 30 countries it is positioned in all over the world, you can also strengthen ties with costumes by adapting your messages and products to your clients.
If you think you may be experiencing any of these issues, don’t hesitate to contact us at Design106!