At some point or another, all companies require a new lease on life. As times change, so do the needs and tastes of customers. So, it’s important for your business to always be on top of these changes, and change along with them. Over the past couple of days, we have been blogging about the concept of “rebranding”.
And we’re not just talking about getting a new logo for your business either. Yes, a new physical representation is often a signifying feature of a company that has rebranded itself, but there is so much more to an image overhaul than a logo change. As Gilles Bachet writes on TheAge.com, “there is a lot more involved with implementing a new brand identity, rebrand or even a simple brand refresh than people first realize.”
He writes that when you are thinking of rebranding your company, there are three main things that business owners must consider. It is a combination of these three things that help to launch a successful rebranding. Without implementing them all, companies may fall short of their goals to grow their customer bases.
Changing The Symbol. The first, and most obvious change is the aforementioned logo change. As Bachet points out, “you will want a visual identity that is keeping with the corporate identity and promise of your brand.” The Toronto Blue Jays pulled this off with great success before the beginning of this year’s Major League Baseball season.
Their new logo is a revisiting of their original design with the head of the Blue Jay with a maple leaf prominently featured. The uniform has also returned to its roots by having a blue, white and grey colour scheme and letter font reminiscent of the days when the team was winning back-to-back World Series championships.
“What is brilliant about the uniform changes,” mentioned one of our great Synergy reps, “is that they are not only going to ensure greater sales of Blue Jays merchandise. What they have done is created a renewed love for the city’s baseball team. By revisiting the past, the new logo and uniforms will bring back fond memories for fans. It was a great idea.”
The Behaviour of the People in the Business. This is the second thing that must change during a rebranding. To reiterate, a physical change is only the first step when looking to present a new image of your business to the public. We will go over this point in greater detail in tomorrow’s blog.