What do the words branding and identity mean to you? What does your logo say about you? When you think about rebranding your organization, despite what some might think, your organization is more than just a logo.
Yes, the logo says a lot about you, but it doesn’t say everything. Your “brand” consists of various elements of your entire organizational culture. If you want to rebrand, you need to think about more than just what the icon on the side of your building will look like. In order to avoid an identity crisis, you must stay focused on your core message and you must know your audience.
Here are some things to keep in mind if you are considering a rebrand for your organization:
Be Yourself
If you’re not Apple, don’t try to be Apple. People will be able to tell if you are trying to be someone you’re not. For example, if you’re website screams rock concert but you only sing hymns during weekend services, people will be a little confused. If your organization is shifting to be more modern and streamlined, your logo, website and other promotional materials should all shift at the same time.
Some companies have built a very successful brand that is easily recognizable and stays true to their company values and goals. Think about your organization’s values. How would you describe the ‘personality’ of your organization? How do people perceive you now, and how would you like to be perceived? You need to understand your organization before you expect others to do the same.
Know Your Audience
Who are you trying to reach? What are you saying to them? People are paying attention. From the moment they walk in your doors, visit your site or interact with someone from your organization, they are gathering information and forming their own perception about you. If your brand does not reach into every aspect of your organization, including the people who answer the phones, then your core message can get watered down and the first impression people get may not be what you intended. You must constantly cast the vision for your organization to those that are immersed in the culture every day. Only then will it overflow to those outside your walls – to the people you want to reach.
Yes, it’s good to refresh your identity when the time is right. But keep in mind that the logo on your website and in the corner of your letterhead is not the only piece of your brand. It is an essential portion of the entire picture – one photo in an entire photo album of who you are.
Branding is an old favorite of mine. Some people have the opinion that branding is the "layout" of their website. Personally though, I think once a company has established a logo and colors, everything else is free reign. The example I love to use is McDonalds. Their website changes weekly, the layout changes, the backgrounds change, but what doesn't change? The Yellow Golden Arches and the RED background. Other than that, McDonalds realizes that their brand is not in the layout of their website. The soon companies learn this the better, and the more free they will feel to be creative in the web development process! Cheers!