As a creative director I thought this was an excellent article and really nailed it.
Let’s face it, change can be scary.
Especially when it comes to a company’s brand mark. It is the single most visible aspect of a brand. It appears on everything — stationery, signage, marketing collateral, packaging, websites and more.
One of the single biggest concerns about changing a brand mark is the impact the change will have on existing brand equity. Make no mistake about it, changing a company’s brand mark will most definitely have an impact on brand equity. But that’s the point really, because the motivation behind a well thought-out and expertly executed brand mark update or change is to build brand equity.
There are a lot of reasons to consider updating or changing a company’s brand mark, such as a change in name, products or services. Perhaps there is a need for communicating a new message or creating stronger differentiation with the competition. Or perhaps the brand mark just needs to be modernized or made more relevant to the core audience. Whatever the reason, change can be an opportunity to improve brand equity if it is driven by necessity.
Change can be big.
