2009-09-08

Change is an essential part of business and brand management. Whilst brand consistency is important in building confidence any brand that stands still in today’s environment is going to suffer.  

The creation of new brand identities and logo marks is a business tool to signal and express change. But take heed, this opportunity should be considered rare, precious and, most of all, strategic. It should not be used as an image wash and brush up behind which all things remain the same. That would be a waste of money, time and energy and raise consumer interest and expectations falsely.

Once a decision is taken to change, it is essential that image and substance go hand in hand. The new identity and logo must be used to help announce the real story - an authentic, compelling, affinity building brand story. It must be emotive but clearly based on fact not fiction.

Take this rare opportunity to let the newly substantiated company vision shine through. Express the brand’s values and proposition through the new business direction and the resources gathered to enable success. Engage the customer (and all other stakeholders) by communicating the relevant and real benefits to be enjoyed as a result of the change.

Don’t waste your time providing a post rationalization of the logo design “the red symbolizes the dynamism of our team, the square our solid foundation, blah, blah”. Let the consumer appreciate the relevance of the design to your brand in their own time. If it’s good enough and genuine they will.