Suze Bragg

Changing The Visual Aspect Of Your Brand
February 2, 2007

I have received a lot of emails about this question, so I wanted to post it.

I personally believe a logo says volumes about a company and it’s something that attracts or repels customers. When changing the branding, I recommend the following:

1. 1. Knowing your brand, ask 5-10 people you trust (or some you don’t know yet) for their opinion on your current logo and/or the one you’re thinking about.
    a. What is the audience it’s targeting?
   b. Does it portray what you’re thinking?
   c. Are the colors a theme throughout your store, website, company, etc?
   d. Do the colors clash or are they warm and thought-provoking?
   e. What does your tag line say about you?
   f. Side note: If you’re keeping the same colors, but updating the logo’s artistic elements, you don’t have to change all your other materials.

2. Write out a list of everything that currently has your logo on it: envelopes, letterhead, signs, bags, business cards, ads, etc. Collect them all and place them in one location (a box is my suggestion – easy to transport). Once you decide on the logo, you’ll need to ensure these are all updated at the same time.
   
3. Pick a launch date. You can host a party, have a sale, run a series of ads, submit a press release (I suggest doing a press release for your logo change – great way to get almost free exposure) on the day you change your image.

4. Make it memorable. Send an email to your current customers, place it on your website (part of #2), and put it on your door. Send out postcards to your mailing list, host a raffle, etc. Include your customers in the change and they will latch on to your enthusiasm.

5. Think of it like a wedding day – all the planning comes together for one big day’s splash. After that, everyone has seen it and everyone expects you and the new look to be married.

Posted by Suze Bragg on February 2, 2007 | Comments (0)