The Power of a Current Brand

This month, we're happy to bring you some insights into the power of keeping your brand relevant as your company grows and changes!!

The Power of Keeping
Your Brand Current

The “American Idol” season is in full swing and Simon Cowell and the rest of the judges are looking to create the next big singing sensation.

So how does this relate to what we do at DesignQuest? The connection is in the branding. You’ll hear the judges tell the contestants that they are looking for a current, relevant artist who can be successful among today’s audiences. They dole out some of their harshest criticisms when a contestant’s image – reflected in the clothes they wear, the song they choose and the way they perform it – is viewed as too old-fashioned or outdated.

Just like an “American Idol” contestant, your company has to maintain a current, relevant brand in the marketplace. Every successful company has figured out how to create a strong, sustainable brand that resonates with its audience.

Comprised of your visual identity and your value proposition, your brand becomes the cornerstone for all your sales and marketing activities. Unfortunately many companies either fail to invest in a brand when they start the business, they outgrow their brand and fail to adjust it, or they allow their brand to become outdated over time. To avoid falling into one of these traps, it is important to reevaluate your brand periodically to make sure it is working for you and not against you.

Before You Make a Brand Change

There are several factors to consider before you update your brand. If you have extended your brand correctly, updating it will require changing everything you use to market your business – your stationery, website, marketing materials, and trade show exhibits, for example. This can be very expensive and very wasteful if you have a lot of branded inventory!

Transitioning the rollout of your updated brand can be a very practical approach, allowing you to introduce it gradually, spread out the cost and use up inventory. To successfully implement a transitional rollout of the brand, you need to think through the process before you begin the redesign. Create a detailed plan and timeline to ensure a smooth transition.

Choosing an appropriate time to roll out your new brand is also critical. Look for an opportunity to introduce your new brand and begin the transition period. These opportunities may include:

    • Moving
      Since you have to change your stationery and marketing material to update your contact information, it is a great opportunity to look beyond that and see if this would be a good time to update your brand as well as your messaging and photography. Introduce a fresh new brand as you advertise your new space!
    • Celebrating a Milestone Anniversary
      Anniversaries are a great time to share your success with your clients and prospects. Think about an anniversary logo/brand that you can use for the whole year and then after the anniversary period, you can transition into something more permanent.
    • Introducing a New Product or Service
      Use this opportunity as a launch pad for your new or updated brand. It will reflect your company’s commitment to staying on the leading edge of your industry!
    • Name Change, Merger or Acquisition
      Use this opportunity as a launch pad for your new or updated brand. It will reflect your company’s commitment to staying on the leading edge of your industry!

    As business owners, we get used to our brands and sometimes it becomes difficult to be objective. One easy way to find out if your brand is working is to ask your clients if your company image matches the perceptions they have of you. If it doesn’t, then you know it’s time for a refresh!