Identity Make-over: Could your business use one?
Recently I performed an identity make-over for my design business. Some asked me why I did this and if I thought they should have an identity make-over done for their business. Identity make-overs can be drastic or subtle, and they have been around for a very long time. Some companies do it every so often, others never change their brand. Is your business in need of an identity make-over?
Recently Wal-Mart (now Walmart) changed their logo. “This logo update is simply a reflection of the refreshed image of our stores and our renewed sense of purpose of helping people save money so they can live better.” Many in the corporate world feel the large retailer’s image was damaged and the image make-over came at a good time. Breaking the mold and starting over can implant a new image in the mind of the consumer.
For whatever the reason, if you’ve had the same “look” to your business’ identity for more than 5 years, it could very well be time for a make-over. As with fashion, styles change and you need to keep your identity up-to-date.
When I first had my business stationery professionally printed (Kopy Kat Printing – thank you Rhonda Butler), I went for the Pantone ink and gold foil look. Foil stamping and embossing was all the rage and I wanted to be in with the times. The second time I gave my business identity a make-over, I wanted to use the awesome fiber papers that were appealing to the masses. I used two pantone colors (incorporating my paint splatters) and had everything printed on fiber paper. Now that full color printing is becoming more affordable (and moving my studio beachside) I wanted to add more color into my identity. Plus the fact that I had completely redesigned my web site, the timing was right for a change.
What about the cost? When I designed Orange County’s logo, they required all of their departments to use up the remaining stationery before ordering new. When maintenance vehicles were ready for new stickers, the new logo was put on, but not until the old one was faded or damaged. Same with the signage for their parks. For several years, both logos were seen in the public. This helped spread out the cost. Other agencies will simply shred the old paperwork, introduce the new brand and start immediately with their new material. This is okay too, if your company can afford it.
Product manufacturers are well-aware of new identities in the form of packaging. They produce the same old product and package it in a brand new container. Sales soar, more than covering the additional cost of manufacturing the new packaging.
Does it work? With the announcement of my newly designed website, traffic increased 140%. A new identity can breathe life into your business. It is exciting. It creates a renewed pride. With this new attitude, employees begin to promote your product again. Consumers take notice. It is then up to you to convert the attention into a sale and keep the traffic coming back!
Are you ready to put your business in a re-designed package? Maybe it is time for an identity make-over! Call me!!