Selecting a Branding Agency

A logo is just one small part of the rebranding process. A brand itself is defined as “a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary.” (SEMPO) This customer experience, as it is the product of an emotional response, can change based on many circumstances. Below are just a few reasons a company may choose to rebrand or refresh the customer experience”

  • Relevancy-A company needs to remain relevant to its consumer. That means being on top of change. So just like a brand must reflect any change in product, it must reflect changes in technology. The Yellow Pages are a great example of how this approach. As fewer consumers looked to a phone book to garner contact information, Yellow Pages rebranded to YP and began focusing on digital innovations in their field.
  • Competition-Keeping up with one’s competitors or even gaining an advantage over them is a key part of a successful brand. Rebranding ahead of the curve can set you apart for your competitors as a proactive approach. Similarly, rebranding in response to a competitor can keep a company from being left behind.
  • New Products-As a company evolves, often this includes their product line. If one’s brand excludes their new products or does not accurately reflect them, this keeps consumers in the dark. Virgin is an excellent example of a company whose brand evolved with their growing services. What began as Virgin Records now includes air travel, mobile phone services, radio, vacations, and much more. Today they simply go by “Virgin” as the blanket company and offer many different subcategories beneath that.

Interested in expanding your company’s longevity or potential for growth? Rebranding is a complex process that requires extensive research, time, and expertise. A company must define its brand, determine the brand’s objectives, identify the target audience, and decide how to package the brand. It is important to remember that the company only has one opportunity to make a lasting impression on its potential customer. The Creative Bar is there throughout the step-by-step process to ensure your brand identity is repeatedly communicated with frequency and consistency through its logo design, business cards, stationary and more.