Your logo is the first visual representation of your business that others see. Whether through social media, on an envelope in the mail or on your business cards, does it really represent what you do? Are you ashamed to show others your logo? Or do you find yourself explaining what the obscure or worse, generic, logotype means? Redesigning a logo is a tough decision to make, and a major one. Not only will it require serious research and redevelopment, your customers will need to be familiarized with it again. Redesigning your logo relates directly to your business’ long-term strategy.
Consider the impacts it is going to have on your long-term goals, your brand’s reputation and your goodwill in the community or with clients. Your reputation and business identity is at stake and as an established business; you do not want to make a mistake.
However, ignoring the need to update your logo and maintaining the status quo could also end up damaging your business. A logo that does not appeal to your target market or that misrepresents what you do could also affect your business’ profits and market influence.
Brand integrity is important throughout your marketing materials and maintaining your logo is key to this process.
Why Change Your Current Logo?
The first thing to consider is, why does your logo need to be updated? Consider whether your existing logo represents your brand. What has changed? Has your business evolved beyond what you originally thought it would do? Does your logotype no longer match your products or services? Or is it simply outdated and out of style? Was your logo created when you were in startup mode with a shoestring budget and now you’re ready to grow it to the next level of professionalism?
Not representing your brand. If your existing logo doesn’t effectively convey your message or align with your business goals, now is the time to change it. This disconnect with your message will also carry over into a disconnect when communicating with your clients.
You evolved beyond your logo. Businesses may change direction to meet evolving market needs. Maybe your logo was designed for a different market need that you no longer provide or maybe it is limiting compared to what you really do. Updating a logo to better match your services will help you reach clients looking for what you provide.
Update to current styles. An older logo can begin to look dated if styles change. However, beware of trying to create a trendy logo that will look dated in another 10-15 years. Work with a designer to create the presence you are looking for without harming your reputation or long-term values.
Requires a more professional look. If your logo was created on a budget when you first started out, it may still convey that feeling. While it is important to focus on the service your provide and actually building your business, eventually a logo that looks less than professional will begin to tarnish your brand image. After a few years in business, it’s time to step back and re-evaluate your own marketing materials.
Before You Begin a Logo Redesign….
Your customers’ perception of your brand is more important than anything else. This opinion of your business comes from their experience working with you, their experience with your support and customer service and the final solution they received. However, they tie this perception of your company in to your logo it. When you choose to redesign your logo, ensure that their perception follows this positive attitude.
When was the last time you redesigned your logo?
You obviously can’t initiate this change often. Frequently redoing your logo affects your brand’s integrity and goodwill. Carefully consider all options and reasons before initiating a logo and brand redesign. Plan for the future and make choices now that will last for the long term. This is a time intensive and often costly change that should be considered carefully.
How do your customers’ perceive your logo?
Although customers rarely mention your logo there is an underlying sentiment. You can gauge their perception of your brand by their willingness to display it or interact with you. Are they comfortable liking/sharing/commenting on your Facebook updates or retweeting you? Are you getting decent responses for the newsletters you send out – be it enquiries, feedback or click-backs to your website? Do you receive positive comments when new clients first see your business cards?
Updating your logo requires a delicate process of explaining the transition to your customers. It is a time to reconnect with your customers, explain the reason for the changes and assuage any fears they may have that your business is changing. Always remember that your clients are what keep your business alive and in the end, it is your clients, not a logo, that allows you to continue sharing your skills, services or products with the world. In the end, customer service and human interaction is what drives your brand image.
Are you an established business that started out on a budget but are now ready to take your business to the next level? This may involve a logo redesign but it may just require creating a greater brand identity for your business. Contact 3-Keys Communications about developing a new logo or brand identity today!