You might feel a pang of nostalgia thinking about the funky 3D-ness of Google's old logos or the missing sparkle in the Pringles man's eyes. However, companies do have a reason for changing up their look.
Memorable logos, harmonious colour schemes and catchy slogans are actually part of a broader term: branding. If you're looking at that list and thinking, "I have all of those. I'm sorted!" just remember, that's what the wide-eyed Pringles man thought in 2020.
All jokes aside, change definitely isn't a bad thing. The world has evolved a lot in the past few decades. Branding now has to stand up to a digital sea of competitors, phone-screen-sized displays and contemporary design trends. Say what you will; today's logos are generally more accessible, less cluttered and easier to understand.
Reviewing and updating your brand, when done properly, can potentially come with tonnes of benefits. It can refresh your image, align it with your current vision and values, and improve the overall perception of your company.
What makes up my brand?
So, we've already mentioned a few just there, but what else goes into your branding? When you take a look at your brand identity, you might want to review:
Your logo and/or symbol/s associated with your brand
Your slogan or tagline
Brand colours
Other visual brand elements used in marketing materials (e.g. on your website, in print, etc.)
Your brand's voice/personality
You might need all of the above if you're just starting up. However, if you're an existing company looking for a refresh, you may only feel one or two need updating.
A good example of a successful 'review and redo' is the world's most recognisable fast-food restaurant, McDonald's. Their slogan in the 60s was "Let's Eat Out!", as the relatively new chain was actually quite an acceptable place to take someone on a date. That tagline wouldn't quite stick today. So, in a world of delivery and to-go orders, they adopted the open-ended 'i'm lovin' it", while keeping the golden arches symbol.
But you're not McDonald's, and you might not aspire to be, so how would reviewing your branding help you?
It makes your marketing efforts easier
You can think of marketing as the metaphorical vehicle that carries your brand to the rest of the world. It involves every effort you make to attract an audience to your company and its services. However, your marketing is only ever as strong as the brand it's promoting.
Mixed messages are the enemy of a good marketing campaign. Having a clear identity, appearance and style makes it a lot easier for consumers to remember who you are. If your branding is outdated or inconsistent, your marketing efforts won't be as effective. Even worse, you might unintentionally come off as unprofessional or unorganised.
Regularly reviewing your branding means you're always making sure your marketing is sending a direct message.
It reflects your growth
If your business has grown since your last branding update, it might be the right time to think about doing another one. When your business flourishes, it usually means you've expanded your services, entered new markets or shifted your target audiences.
Of course, not all logos have to look the same when you hit a certain revenue. The most important thing is to make sure you're accurately communicating who you are now. Your brand should be a true reflection of your current identity, resonating with both existing customers and potential new ones.
If you're a local coffee shop that's recently become a chain, your branding needs to reflect that. This doesn't mean losing the charm that made your original business popular. It's about scaling that appeal to fit a broader audience while differentiating yourself in a more crowded market.
At the end of the day, a well-timed branding update is a great way to celebrate your progress while setting the stage for your business's future success.
It keeps everyone on the same page
You probably think of branding as 'for the customer', and you're not wrong. Its main goal is to communicate externally. However, a strong brand can also help to align your team.
A well-designed brand serves as a beacon for your employees, offering up a clear idea of your company's values, mission and vision. When your team has a good idea of your brand, they know what you stand for, where you're headed and how they can contribute.
Over time, as companies grow, change and evolve, it's easy for internal alignment to slip. New hires and shifts in strategy can sometimes muddy the waters around your brand's original message. When this happens, it can lead to staff not feeling connected to a unified purpose.
A regular review of your branding can help get everyone on the same page and feeling part of the process. It's not only a refreshing time for the organisation, but a great moment to evaluate how your brand's identity is being understood by your employees.
How do I review my branding?
Regularly taking time to review your branding and identity is an integral part of running a business. There isn't really a rigid timeline for how often you should change up your branding. However, doing regular reviews every few years should keep you on top of it.
As for how you create new business branding, it's a little bit different. Creating a high-quality set of assets requires a few different tools and the skill to use them effectively. You may also need an experienced mind to let you know if your ideas would successfully achieve your goals. A marketing agency like Eyeweb is great for this. We'll help you through the entire branding process, supplying multiple workups, branded marketing materials and a style guide that you can follow to stay consistent.
If you're looking for brilliant branding services, drop us a line today.