Times change. People change. Trends change. And the identities of some organizations—although not all—change right along with them. If a lolling brand needs to be re-energized, however, something more than the logo might be due for an update.
Among many things, a brand is defined by its position in the market. A brand’s woes may not necessarily stem out of timid positioning alone. Rebranding, however, can change the situation right around. When is the need to rebrand an obvious step? Often the catalyst is competition. When a competitor’s successful rebranding efforts lead to noticeable growth your own strategy for market repositioning becomes a smart decision.
When small companies grow into bigger entities they and/or their products frequently require rebranding or a revitalisation to meet the needs of the expanding business. Typically smaller companies start with more modest branding efforts, due to budget restrictions, which, in the long run, are inadequate to meet the needs of a bigger more sophisticated business. In such cases a brand audit is required that can potentially lead to a full-fledged rebranding effort.
Do all your products project your company’s essence? Can your magazine ad be described in a couple words? Consistency of visual language and messaging leverages the power of association. Do all your products project your company’s essence? Can your magazine ad be described in a couple words? Consistency of visual language and messaging leverages the power of association. If in the past design, be it graphic, product or web, was often a side note in day-to-day business activities, current market trends indeed show the advantage of design-centric brands.
Originality inspires designers. We like to think that it inspires companies, too. When people respond to something new, is it the originality itself to which they’re responding, or the courage to take a risk and do something unique?