Good Dog Creative

There’s something about a fresh look. Like the promise that comes with a brand new year, it intrinsically brings with it the opportunity to rethink, re-examine, and renew. A change can also reaffirm your commitment to yourself, your work, your supporters and your customers.

As part of your continued marketing approach, take some time to address your identity and image. Ask yourself these questions:

• Do you think your logo may be losing its luster?
• Does your look accurately represent your corporate personality?
• Have you added new capabilities?
• Has your business changed or grown significantly since its inception?
• Are your identity and logo being used inconsistently throughout your business?

If you answered “yes” to any of the above questions, it makes sense to take a look at your identity with a critical eye. Think over a logo adjustment – perhaps a simple typeface change, a color switch, or the addition of a memorable graphic. Consider a larger, more involved update with brand-new graphics and a more up-to-date look. Think about simplifying and communicating (or re-communicating) your identity guidelines. Then stop — especially if you’ve already made a change in the last five years — and strongly consider doing nothing at all.

A design alteration should not be an impulsive decision. Consider this:

• Even a modest logo update requires a multitude of changes, including new stationery, forms, business cards, signage, promotional items, giveaways, website updates, and e-mail signatures. Larger efforts may encompass additional actions (think new employee badges, vehicle paint jobs, and clothing updates, for example).
• In some cases the “switchover” must be done all at once, while others can be phased in. But a timetable and detailed plan are necessities.
• In all cases it is important to provide education and guidelines on how the new identity and logo should be used to enhance the brand.
• Some of your staff may be enthused about change, while others may resist the effort. Be prepared to deal with potential friction.
• It takes time, money, and commitment to build brand recognition and develop a new identity.

Need help assessing whether a new look is right for your business? Consider hiring a reputable freelance designer, design agency or marketing agency to go over your company’s branding and help get you moving in the right direction. A fresh face and the new perspective that a branding redesign provides can trigger a whole string of positive changes.