Has you company grown beyond the vision is once held? Is your company's identity still relevant to your target market? Did you feel ashamed of your business card after you fished it out of you pocket to hand it to someone? These are some thought provoking questions that may lead you to consider rebranding.
I am an avid tennis fan, and while watching the best tennis players go at each other in New York during the final grand slam of the year, I couldn't help but notice the new US Open logo.
In celebration of the US Open's 50th anniversary, the United States Tennis Association (USTA) introduced a new logo for the event, designed to launch them toward its next 50 years. The logo is a streamlined and modernized version of the tournament's iconic flaming ball logo, which was first introduced in 1997. According to the USTA, the new logo was designed to create a visual identity for the tournament that will last far into the future.
According to USTA Chief Marketing Officer Amy Choyne, "the new logo is bold and energetic and better captures and expresses the dynamism of the US Open."
Like the USTA or almost everything else in life, companies are dynamic and must constantly assess their visual identities against their values, outlook and perceived image.
At times, the signs are clear that there is a need for realignment of visual identity and the company's values. Other times, not so much. Here are a few triggers for rebranding:
- Evolving products, services and customers - if your products or services changed or consumer behavior has evolved, your company's image need to reflect these.
- Expanding market - your company may have been marketing locally, but is now expanding regionally or internationally, it's a time to rebrand.
- Mergers and acquisitions - when companies merge or one is acquired by another, it is time to evaluate overlaps in products, customers and geographical regions served. These could trigger a change in brand.
- New leadership - in private companies, the brand is usually linked to the founder. When leadership change hands, a rebrand may be in order to help reinforce other changes in the company.
- New makeover - sometimes a company needs to rebrand just to remain contemporary and sport a fresh look.
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