Creating a logo plays a huge and sometimes crucial role in identifying and promoting your business and your own brand. When creating a brand name, you can choose any style and type – graphics, text or even a combination. In fact, you can create whatever you want and whatever your soul desires. So you can carefully choose each color, font or image. However, you still need to consider a few factors when creating a logo. Not only is the logo a cute and spectacular image, you don’t just have to treat it as a handsome emblem. The logo is created with a specific purpose and fulfills its unique functions. It symbolically identifies your brand and should succinctly reveal its characteristics, objectives, goals and basic principles.
If you have created a logo with sorrow in half or in a hurry and soon realize that it does not bring any results, does not attract an audience and does not fit your company or brand at all, do not lose heart and do not panic. All of this can be changed. So an example of successful change is the Amazon Prime Video logo. On the path of development, the company changed not only the logo, but also the range of its services. Of course, not all examples of rebranding or brand name changes are successful. Pretty difficult advice, but try changing the logo for the better. To make the process seem less complicated, incomprehensible or sometimes even impossible, first calmly analyze the mission of your company and your brand. Here you should remember why and for whom you created your company and your products.
Analyze the target group you count on and from whom you expect something in return. Through the logo, your brand name, you should communicate with your potential customers, attract their attention and show in the logo what exactly your product and brand will be able to do to meet the needs of the customers. Remember that the implementation of changing the logo or even the brand is only your responsibility, and the outcome of the process depends only on you, a competent, proper and professional approach to this issue. In this matter you can again count on success and failure.
It will also be useful to analyze the logos of other companies and examples of rebranding. It is necessary to consider not only successful examples, but also losing variants of the changed logos. Approach development carefully and correctly. For example the above Logo Amazon has changed several times, and each change has its own meaning and history. Do not only study the positioning of your brand and your company thoroughly and comprehensively, but also familiarize yourself qualitatively with the problematic issues of rebranding.
So a brand isn’t just the name of a company or the products you make. The term “rebranding” is to be understood in the same way. It’s not just a name or signage change. This process is quite profound, time consuming and serious. It is important to remember that rebranding involves an almost complete change of the entire brand as a whole or of its individual components. If you’re only changing the appearance of the logo, it’s more appropriate to use the term “restyling.” At the same time, you do not change the meaning and main purpose of the company and the brand at all.
Rebranding is correctly perceived as an adaptation and change not only of visual elements, images, names, but also of semantic components. For example, the purposes, ways of communicating with the audience and potential customers, and even the mission of your company itself can be changed.
In summary, rebranding is a process that has two main directions. First, the internal transformation, which affects key objectives, business values, product range and direction, and the structure of all business processes directly related to your brand. Second, there are external changes, which in turn allow consumers to take a different and fresh look at an already familiar product and company. This is mainly due to a well thought-out positioning and openness towards potential customers.
When should you consider rebranding? After all, this process is like a lifestyle change, only in business. One of the most important and common reasons companies rebrand is actually a drop in sales and profits. The updated brand, both visually and internally, allows an already established company to clearly differentiate itself from competitors, expand its target audience, show potential customers and buyers its strengths, which play a key role in your success. The previous positioning of the brand did not help because it did not fulfill these essential functions.
These are extreme situations in which every entrepreneur understands that it is necessary to change something in his work. However, even the strongest and most successful companies and brands can require such drastic changes. In such situations, the need for rebranding has other reasons and motives. For example, the company plans to open up new markets or expand its activities.
In any case, as technologies are introduced and transformed, brands need to change in one way or another. It is important to understand that rebranding is not a measure that will help you get out of a complete impasse, but a natural process of development of your company and your company, which in turn is appropriately compared to a living organism.