To rebrand or not to rebrand: what to consider

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One of Gov. Polis’ first press conferences since taking office was to unveil Colorado’s new logo, which was greeted with mixed reviews. The consensus in the Evolution office, and across social media, was about a 50/50 combination of “meh” and “yeah, I guess.” Most folks wondered why (or if) it was necessary, since we were finally used to the “triangle tree” logo.

This got us thinking about good (and not so good) reasons to change a brand. Polis stressed that the new design only took a month to develop and didn’t cost taxpayers a dime (no doubt to head off as much criticism as possible) but our clients have to foot the bill for their own rebranding campaigns, meaning extra care and planning has to go into the process to prevent a rebranding fail.

To that end, below is a list of things to consider before rebranding:

Is it necessary?

Most companies don’t have an in-house (in-Capitol?) design team like the state of Colorado does, and will spend a considerable amount of time and money undertaking a brand overhaul. Make sure you’re doing it to for a good reason, not simply because you or other team members aren’t crazy about the current one.

Baby vs. Bathwater

If you’re satisfied with the amount of new business you’re bringing in and clients still respond to some of your brand’s elements (taglines, color palate, etc.) it makes sense to stick with what works. A few tweaks here and there (new website layout, a sharper logo) may be more effective than a complete overhaul.

Think ahead

Part of rebranding is future-proofing your image so it will still be current (at least) five or more years down the road. Think about where you want your company to be in 5, even 10 years, before tying yourself to logos and taglines that will be out of step in a few years. If you don’t have a clear vision for the future of your business, put rebranding lower on the to-do list.

Of course, much more goes into the process of rebranding, including research, analysis, buy-in and publicity, all things the Evolution team and our talented cadre of designers and creatives can guide you through. If you think it’s time to change things up with your brand, give us a call.