Google isn’t the first major multinational corporation to alter its well-established brand. Do you remember the “New Coke” catastrophe? What about the Gap logo debacle or Hersey’s “kiss” logo oversight? The consumer backlash from such bold attempts can be brutal. In general, people do not like change and consumers can become really worked up when a company changes its brand, especially when the consumers feel blindsided by the change. If you are planning to make changes to your brand, here are three questions you should answer before you begin reworking your company’s logo design.
Can you afford to throw away your brand equity?
If your customers associate positive characteristics with your logo and branding initiatives, the last thing you want to do is make your logo so different that consumers no longer relate to it. Big companies like Google and Coca-Cola can afford such risks and consequences. However, the average small business cannot. When it comes to logos, changes that seem insignificant, such as color, font or positioning, matter to your customers. Your brand represents your customers’ expectation of the product and/or service you provide. To keep your customers happy, make sure that your redesign retains the elements your customers appreciate most about your brand. If you don’t know what those elements are, you should consult marketing professionals to help you find out.
Have you done your research?
As times change, it seems natural that a company’s logo should change too. However, before you make assumptions, you should consider consulting a logo designer in Miami to help you survey your customer base. Despite what some organization leaders think, a company cannot create a great brand without the consideration of its target audience. Branding success is the result of strong data derived from your target demographic in the form of focus groups, surveys, polls, etc. It is wise to find out first how your customers interpret your current brand, then make your changes accordingly. To avoid alienating your customer base, make sure that any and every change to your logo resonates with your target audience.
Is this brand change consumer-driven or company-driven?
Traditional marketing strategies are not as effective in reaching target audiences as are the consumer-centered approaches used by modern marketers. Before you change any element of your brand, the change has to have a significant benefit to your current and perspective customer base. The impulse to change to your logo as directed by internal influences or company-centered rationales may seem like a good idea on paper, but could have a devastating impact on profitability if your customers are not pleased with the results. Circumvent this by including your customers in the branding evaluation process. Give your loyal customers a chance to provide feedback and ask questions. In the end, your customers will appreciate your attentiveness and provide your company with invaluable input to help point you in the right direction.
When it comes to branding, not every small business can afford to consult with the top New York logo design firm. However, no business can afford to gamble when changing something as important as its logo. The jury is still out as to whether Google’s recent logo redesign will be a success or serve as another cautionary tale. However, if the assessment of their new logo included any of the elements provided in this article, users will quickly come to appreciate Google’s latest branding even more than the last.