If you answer YES to more than 5 of these questions, I’d say
- Does your brand (the look, feel, language, metal image) represent and reflect your current customer base or does it appeal to a dying base of use-to-be buyers?
- Has your core business model changed and does your brand reflect what it was?
- Does your brand blend into the landscape of competitors (a sea of sameness) and if you covered your logo, could your business be mistaken for any one else?
- Do the graphic elements of your brand’s identity look dated, like a light blue leisure suit?
- Do your brand touch-points tell a story? And is the story compelling and distinct?
- Is your brand just plain, unexciting, boring and unremarkable?
- Is there a disconnect with your messaging implies one thing, but you are someone completely different.
- Does your brand identity and graphics work well in the digital communications world?
- Is your brand memorable?
- Does your current brand identity and story have legs to travel in a multitude of touch-points?
Brand makeovers can be scary and expensive. Often change will not be accepted by everyone including your employees and some customers. And there is cost related to the execution of a new brand. But, there is is a lot of upside too. Leadership needs to look forward and understand that the brand is who you are, your voice and connection to the market. A new brand can be momentous and newsworthy. It can also send a strong message to the market that your company is progressive, innovative and relevant. Even the biggest companies like Xerox®, UPS® and WalMart® have had brand makeovers.
If it looks like it might be time for a brand change or makeover for your organization, Oddpodz my community of creative-minded entrepreneurs and my team of branding professionals at Brain Tattoo Branding is launching a very cool Win a Brand Makeover contest.