The Challenges of Brand Change

Famous brands like Nike, Apple and Starbucks are constantly reinventing themselves by taking on new challenges and expanding their brands to new markets. And with those growing changes, they are also updating their brands to match. Take for example Starbucks, who dropped the word “coffee” from their logo in 2011. “Even though we have been and always will be a coffee company and retailer, it’s possible we’ll have other products with our name on it and no coffee in it,” Chief Executive Howard Schultz said [1]. Not only can changing your logo give your brand a fresh new look, but it also communicates to customers that your business is growing and evolving.

But change isn’t always easy. After all, some of the best brands are the ones with the most sentimental value attached to it and evoke an emotional response from us. However as the decision maker of your own business, sometimes the sentiments you have over your own branding can hold you back.

It goes without saying that in order to make changes to your brand, you have to be ready for it. Surprisingly many business owners aren’t prepared for any type of adjustments. And that’s okay. It’s important that you first get comfortable with the idea of change since trying to act upon it won’t be very productive or give you the results you want if you are not ready for it.

If you are beginning to explore the idea of making changes to your brand, you might have some questions regarding whether you are ready. If you are unsure, ask yourself this: Are you happy with your current logo? Has your company changed or grown since you had your logo designed? Are you ready to listen to a branding expert? Based on your answer, you might come to the conclusion that yes, you are ready to update your branding. If you are unsure about any of the questions, you might need a little time or a push in the right direction.

While no one can prompt change other than yourself, there are a few things you can do to encourage the readiness to accept it, especially when it comes to branding:

1. Look At The Issue(s). If you are thinking of implementing changes to your branding, it is likely there’s a reason. Look at the problems you currently have with your logo and think about whether it properly communicates and represents your brand/company. Sometimes what appears as a slight drawback regarding your brand stems from several issues that are putting your company at a disadvantage against its competitors.

2. Recognize The Consequences. Sometimes the most important determining factor for change is the outcome of not changing. When your branding ceases to properly represent or communicate your company’s values, it may cause more harm than you expect, especially in the long run.

3. Listen To An Expert. Sometimes it’s best to seek a professional who knows more about branding than you. While you may not be completely convinced or confident in a change to your branding, keeping an open mind and listening to what a branding/marketing expert has to say might be the final push you need.

Change can be challenging especially when it comes to the business you worked so hard to build. But like any living and growing thing, your ever evolving brand will require a change in space once it outgrows its current one. Facing the challenges of change can be intimidating but the rewards of a better and more improved branding will make it all worth the while. Trust us, we know! Come chat with us to find out how we’ve helped businesses that have outgrown their branding or take a look at the work we’ve done so far.
[1] According to Starbucks Drops Coffee From Logo