By Kristina Lee
In this, my first post of 2014, I’d like to pay homage to one of the most inspiring and thought provoking-leaders of our time, Seth Godin, by sharing his recent entry that really struck a chord with me http://sethgodin.typepad.com/seths_blog/2013/12/no-one-reads-a-comic-because-its-drawn-well.html
The new year opens the flood gates for opportunity, reflection, and most importantly, transformation. It’s easy to get caught up in making resolutions, charting a new direction for your self-image, and if you’re a business owner, perhaps your company’s image as well in the form of a rebrand. Whether you’ve decided to make a change because you need a fresh new look for the year to take your company to the next level, or you’re catching up with everyone else in your industry who are looking sharper than ever flaunting their Google-wannabe corporate culture and plastering their Helvetica fonts on everything, consider what really matters. And if you’re enlisting an expert agency to help you, consider it BEFORE you sign that dotted line!
Don’t get too caught up in the hype of what’s trending right now, and do a little soul searching for your business. You may even realize that you don’t want to rebrand. Too often we see companies that are rolling out a new logo and tag line every few years, for the sake of “keeping it fresh”. The problem is before long it’s not just your followers who have lost track of what you’re all about, but you as well.
Some questions to ask yourself before embarking on the rebrand train:
Is my brand still unique?
Is it relevant?
Then dig a bit deeper:
Has the market changed? If so, does your brand speak to that market?
Has my client base evolved? If yes, what resonates with them?
Has my business transitioned recently? If it has, does your brand represent that shift?
Does my brand keep it simple? The average short attention span combined with the foray of ads and messages spewed out from every angle means your brand message has to click quickly to stand out.
Will I alienate or offend anyone? There are 101 million ways to step on toes and while controversy gets you attention, when the ethics police come knocking, you could lose some loyal fans, for example: http://www.nytimes.com/2013/05/11/business/media/trying-to-be-hip-and-edgy-ads-become-offensive.html?_r=0
Does my brand limit my business? If you’re growing and diversifying, but your customers still pigeon hole you as doing that one thing well, how will you shift their thinking?
Do I have the resources to do it properly? A brand is so much more than a logomark, it’s the concept and value proposition of your entire business. Give it due attention and investment, and it will work for you.