Let me say it again: Brand is not just a new logo
Tom Dougherty, CEO – Stealing Share
14 November 2013
A new logo is just the representation of a rebrand. It’s not the rebrand.
If you are considering a new logo, beware. Only change it if you are serious about growing market share. It’s the only reason to do it.
However, the fundamental misconception about brand is that it is little more than visual identity. That brand is the logo. You see this when some go through a rebranding process. They talk about how all of their stores will be rebranded by a certain date, only to find out nothing has changed other than a new logo and some glossy point of purchase communication.
“If you think that a new logo and color palette are going to get people to all of a sudden become enlightened and choose your brand, you are setting yourself up for disappointment and failure.”
Rebranding is more than just a new logo, which is why you shouldn’t change it until you are ready to change the brand.
Marketers will say the reason for a rebrand, as they see it, is to freshen their images so they look up with the times. That’s why they often see a rebrand as nothing more than a new look. In reality, it is process gone amuck and they wonder why they are losing market share.
In such cases, companies are more worried about alienating their current customer base than growing it. So they don’t change anything else, even something that would live up to a new brand promise.
If you think that a new logo and color palette are going to get people to all of a sudden become enlightened and choose your brand, you are setting yourself up for disappointment and failure.
By definition, changing your brand has to be more than just changing the logo and color palette. The visual identity change should only happen after you have changed your brand, ensuring processes fulfill a brand promise and produce true change to sway the market. To steal market share you must change what you are currently doing.
Why change your logo if nothing else has changed? Are you trying to trick consumers into thinking that you are somehow different?
Consumers are smarter than marketers often give them credit for and, once they find out that nothing has changed but a logo, your brand problem has suddenly became worse.
Do it right in the first place, and you’ll save the agony of an ineffective rebrand of wasted time and money.
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