When you put a lot of work and thought into defining your brand and its vision you may become reluctant to make changes to it. If it ain’t broke don’t fix it, right? Well maybe. There comes a time when a brand outgrows its original image, the taste of its target audience changes or a change is necessary to appeal to a new audience. In these situations it is possible to tweak your brand image without straying from your core values. Here are a few minor tweaks you can make to spruce up your brand image.
Refresh your logo
Over time a logo can become outdated and lose its effectiveness. A business can also outgrow its logo and may need one that is more representative of its current state. Refreshing your logo is nothing to be ashamed of and it does not dishonour your original logo design either. With changes in technology and style it is important that your brand remains relevant and continues to appeal to the target audience. Big companies such as Yahoo!, Google, Microsoft and Apple have all tweaked their logo over the years.
SeizerStyle Designs has also experimented with different versions of our iconic “double S” which is used in lieu of our full logo in situations where space is limited. As you can see by comparing Icon A to Icon B the brand image remains the same but the stylistic approach of expressing it is altered. Icon A is taken directly from our full logo while Icon B is a more independent design that stands out on its own while maintaining brand recognition.
Send the right message
There are various ways to send your brand message and trying a different approach is a good way to influence the way your brand is perceived. With trends encouraging wellness and healthier living you may want to highlight the nutritional benefit of your product rather than simply focussing on taste. You may also want to highlight the social impact of your product or service to show that your business is not just about the bottom line. The changes you make to your marketing message should target the audience you are trying to attract for maximum impact.
SeizerStyle Designs offers “affordable” services rather than “cheap” services. This is because cheap may be associated not only with low cost but also low quality. Since we hold the quality of our services in high regard we avoid any brand message that may be counter-intuitive. As your brand grows and priorities change you may also have to modify your marketing to reflect those changes.
Differentiate from the competition
Imitation may be the sincerest form of flattery but differentiation is what sets you apart from your competitors. If you notice that you and your competitors have become too similar it may be time to tweak your brand image to give you the edge. This could be done by focusing on an aspect of the business that you think your competitors are neglecting. It could also be done by using a different marketing strategy to highlight your brand and why it is the best choice in the market. This does not mean that you have to make a dramatic change any time a competitor does something similar, but if you find that your similarity with your competitors is adversely affecting business it is definitely time for a refresh.
Deciding when and how to tweak your brand image can be a tricky process. Changing too often may adversely affect brand recognition while not changing enough may make the brand seem old and outdated. A brand needs time to develop and the results of minor changes may not be immediately noticed. Your logo is the face of your brand and your message is its voice. They should be refreshed to remain relevant and consistent with the ideals of the brand over time. The brand should also remain unique and take steps to differentiate itself from competitors.