Are you having an identity crisis? Thinking about change? Perhaps you need to consider
updating your corporate identity to create a fresh image for your company.
It's a decisive action – the first thing to decide is if you should change at all.
In many circumstances, an identity update can breathe new life into a business which
is stuck in a rut. So what are the major reasons for change?
- Your current identity looks outdated – after several years, it's all too easy for
a company to fall behind the times in terms of branding.
- Your identity no longer reflects the values or services of your business. Maybe
you've changed, or maybe your aims have changed. Whichever way, it's important to
have a brand which accurately represents your company to consumers.
- Your business has changed ownership or there has been a merger. Bringing two organisations
together might require a totally new brand identity, or perhaps an amalgamation
of the two to create a fresh image.
- You want to position your company in a new market. Changing business direction is
a major step and a new image can create a buzz in the new sector.
- Your business has outgrown its existing identity. Moved on to bigger things? A new
brand image is sometimes the key to success.
However, it's also important to think about the end result of the change, including
negative elements. A change of identity should always be considered and well-planned.
Abrupt and sweeping changes are not necessarily right for all circumstances.
- If your business is well-established, with a definite identity which is widely recognised,
a sudden change could isolate consumers.
- Change for the sake of change is risky, especially if you don't know exactly what
the transformation will achieve. A better plan is to consider your long-term strategies
and aims, then update your brand identity to fit.
It's also important to consider the question of revolution or evolution. Sometimes
it's more effective to evolve – updating your current image to modernise an existing,
well-trusted brand, yet still retain the established customer base. This can be
researched through surveys and focus groups.
So what's in a brand? Basically, it's the persona of your company or organisation.
It's the public face of what you stand for. And in the fickle marketplace, it's
worth evaluating your existing corporate identity to reassess just how well it's
working for you. Ask yourself, is this an accurate representation of this company?
Does the image match our aspirations as a company? If the answer to any of these
questions is no, perhaps it's time for a re-think of your corporate identity.
It's all about image. Your image needs to work for you, which is why avoiding the
pitfalls of ineffective branding is vital. The difference between good and bad branding
can often be the success of the company – so it's important to consider what makes
a good brand. In a nutshell, a successful brand is an individual, memorable identity
which fits perfectly with your company's aims and strategies.
The benefits of corporate identity change have been well documented. BT have latterly
undergone 3 major changes to reposition their business: firstly in the 1980s to
establish the name 'British Telecom'. This was then replaced with the "piper" symbol
and British Telecom becoming 'BT'. And within the past 4 years, the "piper" figure
has been replaced with the new "connected world" globe. By updating its image, BT
freed itself from its outdated image and allowed itself to become a major international
player.
Ben Verwaayen, BT's Chief Executive, has said: "BT's business and its culture is
changing so it is important that we have a brand identity that represents the multi-faceted
nature of our business. It represents BT as being in-tune with the multimedia age
as well as communicating the company's international reach. We are not changing
image for the sake of change. It is more fundamental than that."
Want to find out more?
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