Prepare for This If You Change Your Logo
Your logo represents the essence of your brand. Whether you’re a sole businessperson or working within a large team to bring out an amazing concept to the world, the logo holds the power to send one strong message to your audience without speaking.
A Modern-day Talisman
Long ago, people held certain trinkets, ornaments and other special belongings sacred. The belief in those items about the benefits they carried were often projected into the minds of the owners. But over time, with such strong belief, those items began to carry a unique importance. Not only did the owner accept they granted benefits but others started to believe in them as well. Fast-forward to our times and you can see this talisman concept still plays out everyday with company logos.
Do certain names ring a bell to you? Think of a company you admire. Can you see the logo in your mind? When you see the logo, what do you think of?
Apple, Firefox, Mercedes, Nike, Under Armor, The U.S. Army: these are just a few of thousands of examples. When you see the name or their logos, their strength of meaning reaches you and you associate them with qualities.
Taking the Risk, The Logo Change
Do you know Pepsi? Remember in the 90’s the company released Clear Pepsi, a soft drink version that resembled 7 Up and Sprite. It tasted close to its original black but was marketed in a different style. Consumers were outraged and refused to accept their favorite Pepsi was clear. No, Pepsi was to forever remain black. The company quickly realized the resistance and pulled Clear from the shelves, never to be sold again.
Consumers were so used to Pepsi’s stamp, that it was a dark soft drink, they denied the possibility for it to change. This is an example of the power of installing a brand into the minds of the people.
What does this mean for you? If you have a logo already penetrating the minds of the people, you must beware of the challenges associated with changing it.
The Consumer Mind & Emotion
If you make the executive decision to change your logo, decide how drastic that change will be. Are you making a slight alteration, adjusting the colors or replacing it entirely? You may want to test out the projected changes with a target audience. You can use a survey or focus group to gain feedback from consumers who already enjoy your current logo. Absorb their insight and this will help you see the necessity or danger of the change.
Once you’ve made your decision, your marketing should introduce the new design to the people and address what those changes are. Create a campaign around the company’s evolution in connection with the change. It will be critical to show your customers and clients that your core values haven’t changed, only your look which is new and improved. Continue to take your market’s pulse with testing. Unless you face a Clear Pepsi scenario, refrain from returning to your old look. On a strategic level, you may find it useful but your consumers will add indecisiveness to your list of values.
Changing your logo can influence the expectations and value projections of your audience, so it is important for you to think in-depth and keep an eye on your market’s needs before you do.
Original Images from adme.ru
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