Businesses update their brand identity all the time, and many designers lean towards the idea that simpler is better. But why do businesses rebrand? And can you change your logo and other identifying details without confusing your existing customers? The short answer is yes.
Here, Instadesign shares a few ideas on how to tune your branding to fit what your current and potential customers actually need.
Start by asking for feedback.
If you already have an established social media presence, ask the customers who already follow your work what they think about changing a few things. You still need to give them content worth following, but there is nothing wrong with getting their attention and asking what they think.
Audit your brand.
Once you have some feedback, run a brand audit. Assess your current identity, including your logo, tagline and overall visual style. How well does it land with the audience you want? Answering that honestly helps you spot what to keep and what needs an overhaul.
Identify your story.
Every brand tells a story, and it is worth being deliberate about yours. Decide what you are ultimately trying to say, then think about how your visuals can carry that message. WordStream makes the case for keeping it simple. Amazon is the classic example: its logo has what looks like a smile running from the A to the Z, the point being that you can find everything from A to Z there. Your own story might already be sitting in your mission statement.
Change your slogan.
Sometimes adding or changing a slogan is enough to give the brand a lift. Feedough describes a slogan as simply a short set of words that helps people identify and remember you. A slogan for an embroidery shop might be “We’ll keep you in stitches”. It does not need to be a full sentence, or even strictly grammatical, as long as it sticks.
Make small tweaks.
A logo or branding refresh doesn’t have to be a big job. You might start by changing the colours and stripping out unnecessary detail. If you want to use an online tool, there are plenty of options.
Bring in a professional.
If you are short on ideas or don’t have the technical experience to manage a redesign yourself, bring in a professional. Instadesign specialises in branding, and the portfolio gives a good sense of why a strong logo is worth getting right.
Put your brand where it counts.
You don’t need your brand on literally everything, but it should be clear and visible where it matters: on your website, on what your team wears, and on your packaging. Each of those is a low-cost way to build recognition and keep your brand in customers’ minds.
In the end, the job of your brand is to tell a story. When it is time for an update, start by talking to your customers on the social platforms you already use. Then decide what your story is and look for ways to simplify the visuals that go with it. And you can always bring in a professional if you need a hand.
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