Every company, at some point, needs to ask themselves this question, and the answer (unfortunately) isn’t always that cut and dry. In this post I have posed a couple of questions that can help you through the process of deciding whether or not you need a new brand identity.
Does your current business cards, letterheads, website, signage etc. all convey a consistent image?
A good brand identity is always consistent. Irrespective the quality of the mark (logo), if this mark is conveyed consistently across everything it touches, then you’re off to a good start.
And this doesn’t just mean that the same logo is on everything you put out there! That logo’s treatment, colour and weighting needs to be consistent.
Is your mark/logo unique and memorable?
A good mark/logo is always memorable. If you think of familiar brands like Apple, Nike, even the Brandshop have a mark that without the name of the company is identifiable and memorable. This is vital when a potential customer is looking for the service you offer. Your mark should come to mind as soon as they require your service. That’s just good business.
Does your brand identity convey a message?
Most good marks are supported by a message. This largely depends on what it is you do, but a message that is relevant to what you do goes a long way in helping people identify your mark and also tells them what you do in an instant. Some marks, memorable or not, can be rendered useless without a good message.
Do you have a marketing strategy?
Every company or business should have a budget for marketing and advertising, and a strategy of where, when & how to do it. Some people have a general idea of what they would like to do, but this is often not enough. It is so easy to miss good opportunities if you don’t have a solid plan in place.
Do you think that your competitors have a better brand identity than you?
Okay this one is a no-brainer. If you think your competitor has a better brand identity than you… you definitely need a new brand identity.
Brand identity is not always as tangible as a business card or letterhead. How you treat your customers, dress your staff and sound business ethics are also vital to a successful brand identity.
I hope this helps. If you would like to chat to assess your brand identity, please don’t hesitate to contact us.