Branding showcases your product and it brings in the customers. It has the power to build your reputation and helps your standout from the competitors. However, not all brands can be considered compelling meaning that you can stare at it for hours and yet you do not understand the message it communicates.
It is important for SME’s to learn from the big corporations and how they get their brands the right way. If you feel that your brand is not effective, it is likely that it is need of a makeover. It doesn’t have to be overly complicated and over-thought since a simpler design may have the potential to increase demand.
When do you know when it is time for a brand makeover?
• Does the brand look outdated?
• Is it communicated effectively across all the business activities?
• Have you changed products or services recently?
• Are you still reaching your target audience?
If you answered yes to one or more of the questions, it is probably the right time to look into your visual identity and messaging. What are the parts of the brand that still have value and should be retained? If modifications will be made, it is important to do it gradually and not drastically because integrity to be maintained with the present logo being used and the website design. Changes can be subtle. For example, you can change the width of the font, the placement of an image or the color palette.
Modifications can be noticeable but keep it simple avoid distractions to the key messages. When considering the color palette, make sure you do not copy the competition. Keep you brand as original as possible so that it will stand out and attract customers. Make sure you choose shapes, symbols and font types that will generate a good first impression. Brand identity or logos must be used in all business activities including business cards and fleet trucks.
However, brand makeover requires the investment of money, time and efforts but if done right, it can impact on the bottom line of the business. The more effective you are at promoting the brand, the better will be the revenue.