After countless online articles about the importance of branding, cohesive marketing, and a deliberate approach to every aspect of a business, it can be overwhelming to imagine changing your logo. Each piece of advertising, every sheet of letterhead, and even the digital image in your email signature must be updated simultaneously, without sacrificing any of the recognition or loyalty you’ve worked so hard to achieve.
Yet many businesses, from small entrepreneurships to large corporations, do update their logos—to freshen their image, reflect a new focus, or draw in new customers. Here’s how to ensure that a logo changeover goes smoothly.
Take a Trial Run
Focus groups and limited release products are the key to a successful logo update. Designing a logo is a complex process, and the wrong image can set a company back. You can test out different ideas to determine the best representation of your organization, drawing valuable real-time feedback and adopting a new image with confidence. For products found in multiple areas, debut the redesign in just a few locations, and garner responses and reactions in the controlled setting before committing to a total changeover.
Line Everything Up
Any step that can be taken before launching the new look should be in place as early as possible. Stage the website in its entirety, so it can be launched with just a few clicks when everything is ready to go. Prep new email signatures, templates, and packaging, and make arrangements for social media sites and mobile apps to be transferred to the new look. The more you can complete in advance, the slimmer your chances of the old logo sneaking in somewhere.
Change Your Papers
Most people think of updating emails, websites, and business cards, but it’s easier to forget documents on websites, PowerPoint slideshows, information packets, and product tags. That’s why it’s vital to communicate across departments and offices, to ensure that every piece of paper and digital file has been modified—including older documents and media that are still used, referenced, or accessible to the public. The continuity of a logo rebrand is the hinge upon which its success hangs; attention to detail will make or break your new image.
Announce Your News
Obviously, one of the biggest pitfalls of a new logo comes in the form of lost branding and recognition. Clear communication to the public goes a long way toward retaining a loyal market. Announce the change, but go beyond that to explain (to some degree) why you chose to change. Use the logo refresh as a chance to get your followers excited about your new ideas, focus, or goals. Again, as with every aspect of a rebrand, communication and cohesion are imperative, particularly as your message goes out to the general public.
It’s a complicated ordeal to overhaul a company logo; it can be like your starting from scratch again to build your company’s new identity. However, in the right circumstances, it can boost the brand and prove to be the right decision in the long run—as long as everyone is on the same page.
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