When a company clearly and authentically articulates its brand, it informs all communications and establishes a solid reference and point of view. Conversely, a poorly articulated brand can obfuscate and confuse. It forces all communications to work harder, redirect, repeat, repost, respond, add on to, or make up for. It costs far more time and money to fix brand perception and awareness than to do it right the first time. A change of name or logo is not something to be taken lightly. Here are several instances where it makes sense.
One chance to make a first impression. It is critical to make the right choices, right out of the gate. An authentic identity can open the door to the right kind of interest and lead the way to the beginning of a great story for any company.
New
Company
Company
When the business of a company changes, its name needs to reflect that change. The current name will no longer be relevant. The current divisional name can no longer leverage the umbrella brand and needs to change.
New
Name
differentbusiness
Name
differentbusiness
When two or more companies are reformed into a single entity, a new name is in order.
Merged
Companies
Companies
A change is needed when the core focus of a company has shifted over time. It may be because its customer base has changed, its current identity reflects outdated technology, or the company has matured.
Migrating
Brand
Brand
A company just went through an abrupt business change through acquisition or launch of a new division. A company needs to wake up its base by re-introducing itself and reminding them of unique offerings or perhaps introducing some new offerings.
Redirected
Brand
Brand
If a logo were developed from a brand strategy but stopped there, a company will likely not demonstrate a cohesive front to its customers. The brand is confused or not fully realized due to inconsistency and clarity of messaging. The web doesn’t look anything like the collateral, packaging of even e-blasts. The marketing materials don’t represent the company accurately or well.
Poor
Identity
System
Identity
System
The company is growing and extending beyond its corporate or umbrella brand. By the addition of a sub brand, the overall brand architecture needs to be revisited.
New
Sub
Brands
Sub
Brands
A company’s overall identity needs to be reviewed when it tries to leverage its brand into a new vertical market.
Brand
Extension
Extension
The company has a great reputation but looks dated and old and behind the times. It has grown without an overall direction and the brand is confused and lacks discipline.
Brand
Update
Refresh
Update
Refresh
