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What's the best way to relaunch a brand logo w/o disruption to the biz or disturbance to customers?
What are the best ways a business can go about re-launching its brand logo in a smooth and fluid way? Past logo changes have taught us that customers sometimes react quite strongly to changes in image or message. How can a company effectively avoid disruption to the business and/or disturbance to its customers when re-launching its image?
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3 Answers
If you accept the premise that your "brand" is the quality of the product or service you deliver, then an ongoing logo update/change shouldn't matter *that* much to customers.
That being said, if re-branding is part of a strategic change in direction, it is important to have a basic messaging and communications plan in place - to explain to customers, prospects and influencers WHY you are re-branding and what it means to them, in terms of a bigger/better offering, etc. Most important is to get the messaging out to the sales and support organization, who have front-line contact with your customers.
Of course, it is important to have all of your design and collateral pieces in place, including website, business system (cards & letterhead) and logo/promotional items together. That way, you can ensure a quick and clean cut-over to the new identity when you're ready to launch.
I just have two tips for you. First, instruct your customer service team or your front liners to explain the changes to customers. Second, be consistent with all the marketing materials you produced, whether it be printed ads, TV commercials, or radio plugs. It's also important to ensure that all the printed letterheads contain your newly-improved company logo. Should you need more tips about letterhead printing, just visit http://www.printrunner.com/letterhead.aspx
Here are some important rules:
1. Have a very good reason before you change your logo/graphic identity. Only do it when you really need to, and don't do it very often.
2. Do it right. Have it done professionally. Make it look good.
3. When you roll out your new identity, do it in a big way, all at once, with all the pieces in place to show how everything fits together.
4. When you roll it out, you can give a simple, straightforward rationale for the change if you wish, but never be tentative. Never ask "how do you like it?" or imply that anything is up for a vote. Do that and your new identity will be criticized and second-guessed from all sides. If your new design is professional and solid, it will outlast any potshots or individual criticisms. And 6-12 months later the new identity will be the new standard!
Al Shultz
http://www.alshultz.com
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