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As the calendar nears its end and 2024 approaches, businesses around the world reflect on their growth, direction, and overall presence in the market. One fundamental aspect of this reflection often revolves around your brand identity, specifically your logo.
If you're wondering whether it's time to revamp your logo or entirely redefine your brand identity, you're in the right place. Here are some things to consider.
Your logo is more than just an image; it's the visual representation of your company's values, mission, and overall vibe. Over time, your business evolves, and so should your logo. Here are some reasons why updating your logo can be a game-changer:
While a logo is a significant component of your brand, your company’s brand identity encompasses much more. It's the entire and complete picture that your customers see, feel and think of your brand.
This image can be broken down into individual puzzle pieces, some of which include fonts, colour palettes, graphics, and tone of voice. It's the visual and emotional representation of your business, influencing how customers feel about you.
This is best encapsulated in a brand guide document. All staff, suppliers, designers and people working with your brand should have access to the brand guide.
The best way to show you how logos can impact your impression of a business is to give you some examples. You are used to seeing your logo the same way other business owners were used to seeing theirs. See how different the logo alone can look after a brand refresh:
A new logo is just the beginning. To truly cement your new brand identity and create a cohesive presence, follow these steps:
Having a rollout date so you can announce the changeover to customers is a great way to ensure people understand that your brand image is changing and they should be aware of it. This is especially important if your business name is also changing.
Creating a blog post and a social media campaign regarding your branding helps spread the word, as well as sending an email to your customers showing the before and after name and logo - it’s a great way to show them what’s changing, and reassure them about what isn’t.
Update all stationery, print and advertising materials, and have this ready to go for when you roll out your new brand. Plan signage updates and any store fit-out in advance.
Ensuring a single changeover time (eg, a week or two to update and roll out everything) is an effective way to ensure people aren’t confused when seeing your old and new branding mixed together.
Whether it's your website, email newsletters, or digital ads, ensure that your new logo and brand elements are consistently displayed. It not only looks professional but also reinforces brand recall (how likely someone is to remember your brand, products, and services).
Make sure your team is well-acquainted with the new brand guidelines. They should be ambassadors of this fresh identity, whether they're in sales, customer support, or any other department.
This includes showing them information such as colours, fonts, assets (like your actual logo files), and how to use them (eg, don’t put the dark logo on a dark background - you can’t read it). Ensure they’re familiar with any language changes, such as how you capitalise your new business name or how you shorten the business name when answering the phone.
As the new year beckons, consider giving your business the makeover it deserves. A refreshed logo and consistent brand identity can not only reposition your brand in the market but also instil a renewed sense of purpose and direction for the future. After all, in the world of business, perception often shapes reality. Start the new year strong, with a brand that truly represents who you are and where you're headed.
Ready to start fresh and not sure where to go? Contact us today to speak with our talented creative team about getting a new logo, brand guidelines or updating your website.
