Extreme Makeover Pony Edition
Brand. Brand. Brand. Everyone’s talking about it. But is it your logo, your store, your business card, your social profile, or your customer’s experience? Is it all, some or none of the above? Creating a brand from scratch is very different from messing with an existing brand. For all brands, the customer experience drives loyalty, which then becomes associated with the graphic representation of the brand. But often times, businesses focus so much on getting the right logo, they forget that experience drives the brand, not the other way around.
Knowing where to start can be overwhelming.
On some occassions, even well-intentioned "marketing experts" might steer you wrong. So, how do you know the what, when, why and how of updating a brand?
Here are some important things to consider:
What: What is your brand? Is it an accurate reflection of your current customer’s experience? Or a hangover from another time and another experience?
When: Is now the right time to make a change? Can you handle what the change may do to your recognition for a short period of time? Are you willing to sacrifice short-term for long-term change to hopefully put you in a better direction?
Why: What is driving the desire for the update or rebrand? Is it a personal decision or a sound business decision? Is it even necessary or can other changes be made that will change the customer experience and increase customer loyalty that preserve the equity you’ve built in your current brand?
How: How far do you want to go when changing your brand? Is everything up for consideration (your name, colour palette, customer experience points) or just the logo?
Take your brand evolution one step at a time.
Sometimes all a brand needs is a good kick in the right direction. But if you’re too focused on changing the logo and not focused enough on enhancing overall customer experience, a new brand or a re-brand may not deliver the kind of revitalization you’re hoping for.
We’d love to help grow your brand and have some fun doing it.