It’s not secret to people who know me to know that I have a tattoo, and if you really know me well, then you know that my husband is pretty much all tattooed on his arms. For months now and for really the past year, I’ve wanted another tattoo to signify the obstacles and challenges that I have overcome in my life. I also wanted to get something that represented a huge milestone that I’ve recently achieved with my husband… 10 years of an extraordinary happy marriage.
As I was pinning the latest inspiration for my next tattoo on Pinterest, making sure that I pinned anything that spoke to my soul and creative side, it got me to thinking… why don’t entrepreneurs put this much weight and time into designing their logo and brand experience for their business?
Rebranding your established company can lead to business failure if you do not have a carefully planned marketing strategy.
If you go into the process of launching your business with the mindset that you can change your logo and brand experience later down the road, you are already setting your business up for a possible failure. Don’t believe me? Take a look at companies such as Gap and most recently, JC Penney that went through many transformations with a new brand experience and logo. The new Gap logo only lasted a week before they went back to their original logo after outcries and criticism from their customers, and JC Penney is still trying to dig itself out of a branding nightmare hoping to get their most loyal customers who shopped there for years to come back by reverting to their original business model design. If there are any lessons to be taken away from these examples, it’s that rebranding is not to be taken lightly and is a serious matter that not only reflects change on the business, but those outside who do business with your company. The more established you are as a business, the harder it can be for people on the outside to accept change, even if you aren’t really changing anything about your business model and why you are in business in the first place. When you change something as significant as your logo, everyone’s first thought is “Why?” Could you imagine if Apple or Walmart changed their logo? Think about the kind of reactions that you would have with the news. I know mine would be along the lines of questioning whether they are changing their products or services, which could lead to chaos without the right marketing and execution strategy.
Sure a logo can be changed, but it comes with a hefty price tag.
Modern technology is a fancy thing these days and even brands as permanent as a tattoo can be removed or changed if you have the budget, but you need to be mindful of all the time, energy and money that will go into rebranding your company. For example, not only will your business cards and stationary need to be changed, but your website, brochures, contracts, catalogs, product packaging, etc… will also all need to be changed and updated. If you’ve changed your brand colors, you’ll have even more work ahead of you. You can also add in all the printing costs associated with those changes, and also account for the hours that you’ll need to pay for a web developer to reflect branding changes to your website. If you are doing it the right way, you’ll also need a marketing strategy to carefully execute the rebranding launch to make sure you take all the precautionary steps so you don’t have any nightmares like the aforementioned companies.
Don’t get me wrong; rebranding can be achieved without a hitch with the right branding and marketing process. We do it often for clients who have changed their services, products, or demographics with no issues whatsoever. We’ve also rebranded clients who weren’t branded right the first time. Expectations just need to be ironed out and everyone involved in the process just needs to understand the time involved with rebranding.
Brands will evolve naturally, but you should still invest in the value of a brand and try to do it right the first time.
When starting or rebranding a business, it’s expected that your brand will evolve naturally over time. Business models change, niches’ become clearer, and specific marketing tactics and strategies get utilized. Even with this, it still does not mean that designing your logo and brand experience in the beginning should be given any less consideration and value to your overall strategy. As an entrepreneur in the business of serving people and/or other businesses, it’s your duty to give your very best customer experience at all times. The sooner this can be realized, the more success you will have in making your business a success with a unique and loyal following.
What I would like to know from you: If your business were a person and your logo a tattoo, would you wear it permanently proudly?