| SEPTEMBER/OCTOBER 2005 | VOLUME 1, ISSUE 1 |
Coming Next Issue:
10 Critical Success Factors
in Launching a
New Brand Identity
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It’s no secret that a powerful brand can be an enormously valuable asset. In this day of tight budgets and the intense focus on the bottom line, choosing to embark upon a redesign of your brand’s visual identity requires greater assessment than ever before — whether it’s for a product, a service or an entire company. In our experience, there are times when revitalizing an existing brand is an absolute necessity for organizations to remain competitive and achieve their business objectives. Then, there are other times when it may be best to wait.
Five Reasons to Wait Before Redesigning
We have found that it is best NOT to proceed with a redesign of a visual identity system when any of the following factors are present:
1. Senior management isn’t engaged (yet). If your management isn’t supportive of the initiative, even if you are successful in developing a truly unique, compelling visual identity system, you’ll have trouble rallying your internal stakeholders in support of the brand. Define management’s role and involve them throughout the design development process. One of the great things about involving senior management is the opportunity it presents to gain alignment on all brand-related issues.
2. Anecdotal evidence suggests the need for a change. Perhaps there is a problem that merits exploration, but don’t pursue development of a new visual identity based on anecdotal evidence alone. Conduct an audit of your brand and visual identity strategy, and your competition’s. Assess the equity you have in your current visual identity, check end-user and channel partner perceptions. Once you’ve gathered the data, you’ll know whether or not to proceed with a redesign.
3. Appropriate funding has not been established. It’s a significant investment to redesign any brand identity. So, in order to do it right, be sure you have a realistic budget to avoid stalls and ineffective implementation. Your brand’s identity isn’t just the logo, it’s how your brand is expressed visually and verbally on everything from websites and packaging to trucks, marketing collateral, signage and advertising. If you’re unable to support it, wait until you can.
4. You don’t have an integration strategy in place for acquired brands. Acquiring a brand doesn’t necessarily mean that you need to redesign its’ visual identity. Consider how it fits into your current brand portfolio: What is your brand strategy? Does your organization leverage a monolithic brand strategy? Is the acquired brand strong enough to stand on its own, or does it need to be endorsed by your corporate brand? If it can and should stand on its own, does the current visual identity support the desired brand image? Perhaps a transitional migration strategy is best. Having a well-articulated brand integration strategy will alleviate some of the pain associated with acquisitions and make for a smoother transition for everyone — including the customer and end-user.
5. You don’t have a well-defined brand strategy. A visual identity system must be tied directly to your brand strategy. Implemented correctly, it should be the visual manifestation of your brand identity. Through the consistent expression of your visual identity system and messaging you’ll build your brand’s image. The question is, is it the image you want to be building and does it support your business objectives? If you don’t have a well-articulated brand strategy in place that supports your desired business objectives, wait to proceed with the redesign until you do.
Redesigning a visual identity system for your brand or organization so that it accurately reflects your brand strategy and creates the desired image, puts you in a position of strength and demonstrates leadership. But think before you leap. It’s a big investment, it requires senior management buy-in and it should be based on strategic business objectives.