What is rebranding, and why should we abandon the old logo? Part 1

15 Mar. 2023

We will not delve into the issues of standards in the marketing industry, but we will still start with the basics: we will analyze what rebranding of the logo is.

Rebranding is obviously the process of reformulating or processing an existing or prospective brand's image if "branding" is the process of creating that image. How can the brand's image be reshaped? The answer to this question depends on the market situation, the product, and its audience.

A series of actions involving changes in ideology, positioning, appearance, and communication style must be taken in order to successfully alter a brand's perception in the banking or telecommunications markets.


First steps

In order to attract attention, cheer up a loyal audience, and attract a new one, it is enough to redesign or restyle, i.e., update the visual design, refresh the old logo, and redo the corporate identity.
If a scandalous saleswoman is kicked out of the store at home, the image of the place as a whole will improve, and it will be more pleasant to go there—than not rebranding? So the scale of the events and the set of attributes that need to be changed may be different. The main thing is that it makes sense and leads to the desired result.

In this article, we'll talk about circumstances in which it's important to get rid of the existing logo or drastically alter it throughout the rebranding process. Under the "logo" in this case, we will understand both the corporate spelling of the name (the text part) and the brand name (the graphic part).

If you have ever discussed the issue of rebranding with specialists in your life, then they probably shared with you the main commandment of rebranding with the serious look of a prophet—"Do no harm!". 

Again, one can argue about how much this principle is paramount, but, of course, it is better not to neglect it. That's why we decided to study the difficult issue of changing the logo, because it is both the "face" of the brand by which it is recognized and the capital of the company, in which considerable funds are sometimes invested. Let's consider a few real situations when it is worth saying goodbye to the old logo without regrets.

You need to master the budget

We will not idealize the goals of ongoing marketing activities. Sometimes you just need to spend a lot of money urgently. This approach is most relevant for public institutions, where budget development is an integral part of their efficient and uninterrupted operation, and we do not see any point in blaming the institutions themselves—this is the system. Similarly, we do not blame our colleagues in the marketing department and do not belittle the value of their work in the least—everything has its own price, and they are not to blame that the evaluation of design is complex and not devoid of subjectivity.
Changing the logo can cost a round sum and become an excellent expense item.


The logo is initially bad

It happens that at the start they spared funds (or there were none), drew something on their own, and so began to work. Indeed, or simply used the incorrect fly bit, mixed up the layouts, or was swayed by the dubious judgment of another. As a result, the process has passed, and the company continues to exist in the market with a bad logo.

Managers often take this as a sign from above, linking business success with a strange logo: "We stand out, we are not like everyone else, and for this we are loved and recognized." In this instance, the company's success is primarily attributed to other strong brand attributes and prevails despite a subpar corporate identity. There is always a chance of losing recognition, but it is possible to guarantee aesthetic consistency and solicit feedback from clients and business partners.

The logo does not match the company

The brand's existing visual representation might not be accurate if its values, positioning, price range, interests, or preferences have changed. In this instance, the individual gets a new haircut and outfit, while the business gets a new logo. All of this is required for the improvements to be noticed by the globe.

The same category also includes circumstances when a business has chosen to create goods under its brand in multiple categories, but the logo prevents these new approaches from being naturally incorporated there. The most frequent technique is to shorten the primary name and combine the sign.

The audience's tastes do not align with the branding

Let's assume you have it all sorted out and the logo perfectly captures your vision of the business. It's essential for a successful business that the company's appearance matches your target market as well. This is undoubtedly one of the most prevalent and persuasive causes to begin rebranding. The context may be different since you may have expanded into new areas, modified your audience's preferences, or even shrunk it.

All of this points to one clear truth: potential clients pass by without noticing or even "turning up their nose" at your brand.


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