By Andrew Angus on April 11, 2013

Hopefully, the title got your attention because that’s the reason we used it. We wanted to make sure people paid attention to this post.

But that’s not the only reason we chose it. We also chose it because it embodies everything we’d like to convey in the post which is this: sometimes companies need a facelift.

Maybe the current branding is old, outdated, or stale. Whatever the case, from time to time, there’s a need to refresh a company’s image through an updated logo and branding. It’s necessary for most businesses that have been around for a period of time to refresh their look.

British Airways is an example of a company whose logo has evolved over time. This article by LogoDesignLove.com shows how British Airways’ logo has changed from 1987 to the present.

When you look at the branding, you realize that design styles and trends have changed over time. If British Airways stayed with their original design concepts, it would be significantly outdated by now, and it would greatly impact the impression customers have of their brand. It’s likely customers would view them as an old, stodgy company that hasn’t adapted to the times.

So giving your brand a facelift isn’t just about doing something new for the sake of doing something new. It’s strategically updating your branding to create a fresh look for your company that will propel you forward and help you connect better with customers.

But it’s also something that shouldn’t be taken lightly. It takes years for a brand to become recognized and trusted. Thus, it’s in a company’s best interest to maintain a consistent brand and logo. Changing too frequently or too greatly can have a negative impact on the brand’s perceived value. Odiete Eneakpodia had this to say about the subject in an article titled “Changing a Company’s Logo” on Suite101:

Changing an already established logo should however be approached carefully, it is important to assess whether there is a need for a completely new custom logo created from scratch or a significant makeover of the already existing logo. The company will also need to look closely at the pros and cons of taking such as important business decision as it could significantly shape its brand identity and relationship with already existing customers.

So giving your brand a facelift is something that should be done smartly. With that said, there are many benefits to rebranding from time to time so long as it’s done in a strategic way and isn’t something that happens annually. Here are a few of the benefits:

  • You can still be the product or company that people love while updating your look for the modern marketplace.

  • You can appeal to a younger audience that’s more in tune with the latest fashion and design trends.

  • You’ll ensure that people don’t view your product as something outdated.

So now that you know that companies need to refresh their branding from time to time, what do you need to do to carry this out and give your brand a new look? Here are some ideas:

  1. Look into the latest design trends to see what people currently like. Not everyone realizes this, but a big part of creating art is “stealing” ideas from other artists. Instead of coming up with something entirely new, artists draw inspiration elsewhere in some form or another and turn it into a work of art. You should do the same with your brand. Instead of starting from scratch, look around to see which brands appeal to you and your customers. Borrow some ideas, whether it’s typography, bright colors, design style, etc., and use the ideas to re-work your brand.

  2. Do something to set yourself apart. Design is a great way to set yourself apart, make a statement, and connect with customers emotionally. MySpace recently completely re-worked their branding and website to be more appealing and to distance themselves from the old MySpace, a brand that had been deteriorating for years. Now they have a site that’s designed well and appeals to a younger audience. If you do decide to re-work your branding, it’s a great opportunity to invest in design that will help your company stand out and get noticed. The new look can generate interest with new and old customers alike.

  3. Make an emotional connection. People are visual and they respond strongly to beautiful design. That’s why Apple invests so much in making gorgeous products, creating storefronts that are beautiful, and manufacturing packaging that matches the products and the showroom. Why? Because Apple knows that people respond well to beauty. It creates an emotional connection that elicits desire. Refreshing your brand is a great opportunity to accomplish this and to create something that will cause your business and products to become more appealing to your target market.


Whether your brand has been around for years or you haven’t had an opportunity to fully establish your identity, giving your brand a facelift may be a good idea. We hope you won’t have quite as many “updates” as Joan Rivers, but do hope you’ll consider whether now’s the time to give your company a new look. If it is, we hope this post helps and wish you the best of luck!

 

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