Is It Time To Change Your Brand and Logo?

Written on April 13, 2010 – 10:55 pm | by Ashley Johnson

Small business owners often start their business with the best intentions. They form the business name, draw a logo, and create a slogan. A few years later, the business has grown, but it is still lagging behind the competition. This may indicate that change is necessary.

While it’s important to choose a strategic business name initially, sometimes change is what a business needs to grow to the next level. When this is the case, the small business owner must re-strategize a new brand and logo, as well as form a campaign to get the “new” and improved business in front of old and new customers.

Clarify Your Business

First, a business name should clearly indicate to your customers what you do or provide. If it’s time for a business name change, think of a name that sets you apart. If you are now Johnson’s Junkyard, try Albuquerque Used Auto Parts.

Cement a Good First Impression

Your business name and logo design create your first impressions on customers. Stick with fonts that are easy to read, but are part of your industry. You might use script fonts for a creative agency or art design business. Financial businesses use traditional serif fonts. Make sure it is readable and easy to reproduce

If you want a logo, hire a professional. A graphic designer will have the experience and breadth of knowledge to design both your business name and logo that works for your industry. It should be simple and use only a few colors.

Creating a New Campaign

When you change your business name and logo, it is then time to start the campaign for new branding. Start by sending out announcements to everyone on your current mailing lists. Tell your customers, vendors, and suppliers. Make an announcement to the world about your new brand name and logo. Buy advertising in your local media. Think of promotional events that will introduce your new brand to new customers. Free samples are always a good promotion strategy.

Your main goal with a new brand and logo change is to make sure that everyone knows what it is you do and what your products are. When customers know these two important elements, then you have to prove to them why you are better than the competition. Sometimes name recognition is the competitive edge you need. If you think it’s time for a brand change, keep these tips in mind, and make it clear to your customers that change is for the good.

Perfect Business!