There are several reasons why businesses might consider rebranding. From deciding to offer more products and services to entering new markets and regaining popularity in your industry, either way, rebranding can help you achieve your goals if done right.
However, rebranding is also a slippery slope with very high risks for many companies. Rebranding doesn’t only come to merely changing your logo or company colors and hoping that your business will win the hearts of the consumers. Yet, logo design can play a huge role in the process of executing a rebrand.
Throughout the brand marketing strategy, the logo of a company is one of the most important aspects to care about. There is a lot of buzz and chatter about whether rebranding should imply a simple update of the design or a complete redesign while executing a rebrand.
An update or a complete redesign of your logo?
Start by taking a good look at your current logo to understand where it is standing at the moment. Does it look outdated? Does it create a mismatch between what your business offers and its image? Does it still stand out from the crowd compared to your competitors? The best way to decide whether your brand needs a small update or a complete redesign is to fully understand its efficiency in your current marketing strategy.
Case study: Uber vs. Google logos
The design choices of the logo can play a huge role in the impact of the rebranding strategy. Here’s a case study regarding Google and Uber logos’ redesign to understand why sometimes rebranding is done right, while sometimes it fails.
In February 2016, Uber company experienced the worst redesign in the history of redesigns, creating a logo that failed to tell which company it was representing. The logo was not only very confusing but has also experienced a lot of criticism from Twitter users who compared it with a Pokemon ball or a Pacman. The company rapidly decided to change its image and shifted to the current logo that truly represents the brand.
On the other hand, compared with the failure from Uber’s logo redesign, Google has successfully executed a rebrand when the company considered that its logo is outdated. The only change that was made at the logo was ditching the old font in favor of a more forward-looking option while keeping the color scheme and theme just as they used to be.
So why the logo of a company matters so much in rebranding attempts? Here are X solid reasons that answer this question:
Logos grab attention
One of the most essential aspects marketers need to learn about consumers is that their attention span is nearly about just a few seconds. In today’s busy marketplace, grabbing consumers’ attention to your brand is extremely challenging, especially because their attention span is incredibly short. Thus, you only have a few seconds to raise interest in them to connect with your business.
Logos are the very first thing that consumers notice about your brand. A unique, creative, and eye-catching logo design will grab the attention of the consumers into finding out more about your brand. If you are planning to execute a rebrand, the logo is essential to raise interest in your targeted audience to find out what is different about your company.
Logos are the foundation of the identity of the brand
Your logo can be described as the name of your company. It is the only thing that you need to place on your marketing tools and materials, as well as on your products, to tell people that they are seeing something from your brand.
You certainly have noticed that even if a logo doesn’t tell the name of the brand, you are able to recognize the company which it represents within seconds. Take the logo of Mc. Donald’s for example, the logo of the reputable brand is constructed with a yellow letter “M” placed on a red background. It doesn’t tell you the name of the brand and gives you no other details about it. However, the company has such a huge reputation worldwide that almost everybody is capable to recognize the brand only by seeing their logo. Thus, a unique logo is the best differentiating tool from your competitors.
Logos are the most powerful visual tool
Visuals are king in marketing, and all brands should take advantage of their power over consumers. Various studies have shown that the human brain is able to understand and retain information in the form of visuals 60.000 times faster than in the form of written text. Thus, it comes as no surprise that your logo is a powerful visual tool that you should use in your rebranding marketing campaign.
Your logo will be the symbol that your customers will recognize and instantly connect with your brand, products, and services. Plus, since it is a visual and eye-catching element, it can make your consumers experience a positive recall about your brand, which is something that your brand’s name alone might not be capable of doing.
Logos help build customer loyalty
The symbol of your brand, your logo, will be something that will grow in popularity together with your business. As your company attracts more customers, they will start recognizing your brand through your logo, which will create a certain familiarity that will foster brand loyalty.
The way your brand’s logo helps your business build customer loyalty is very simple to understand. Imagine that you are at the supermarket trying to decide between two products from different brands. Obviously, you will choose the brand that you are familiar with because you have used its products before and you know that you can count on their quality. It goes exactly the same for your brand and your customers. Once they start getting familiarized with your logo, consumers will feel more drawn to purchase your products over your competitors’.
A unique and creative logo design gives your brand identity and helps it become a market leader. When rebranding, your logo needs to help you stand out from your competitors. It must beam confidence and attract consumers by communicating information about your business.