Has your company had the same look and logo for the past 10 years? Have you considered the impact you’d have if you changed it — showing your customers that you still care about appearances and adapting to new times?
Although we know not to judge a book by its cover, we still do. The problem with covers is they present a static image of what a product or company represents. However, if you change the cover, you not only communicate that you’re ready to adapt to change, but it also builds authenticity.
In the fast-changing world of 2020, authenticity and honesty are wonderful, comforting qualities to have. And your business identity, through visual branding, can help prove to customers that you are authentic and original. Truthfully, most people choose an authentic brand over a static, indifferent one. Would you rather customers perceive your company as a frozen image, or as a living, breathing business thriving in the new decade?
Visual rebranding doesn’t necessarily mean reinventing your brand. Instead, you’re saying the opposite: You’re preserving the brand identity in a fresh way. People will often forget what their company is really all about unless the core values are represented in new ways. The same is true for consumers and understanding a company’s brand. By reintroducing yourself, you’re staying true to the brand and revitalizing its message to consumers. It may surprise you how a new website or logo can express emotion, better your customer communication, and empower your brand.
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Article by Charles Jackson, President of AFEUSA