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When you are going into the process of creating a brand, it can be easy to fall into the trap of becoming obsessed with the colour scheme, or the look of the logo, or the font. After all, this is what branding is to a lot of people.
But a brand does go deeper than the skin which is why it is so important to get every element spot on. Your logo, colours, imagery and fonts are what your audience will see at face value. All these elements together can build recognition and can be a big deciding factor in whether they choose your products or services over another.
While it's true, your brand is something that will hang around with you for a long time, you want to be making the right decisions to ensure the personality of your brand fits the look and feel of the brand itself.
Some could interpret the need for a strong and bold brand by injecting that straight into the way your brand looks. Businesses can opt for bold colours and contrasting patterns because they want to stand out. But what I am asking you to consider is, if the statement you are making through your brand’s codes are truly reflective of the brand itself. Harsh blacks, bright neon yellows, stark whites that make your eyes hurt if you look at them too much are great because they definitely inspire a mood, memory or feeling in an audience.
Ask yourself, is your brand all about creating a calm, relaxing environment for your anxious dental clients to get over their fear of clinics? Or if it is a kick-ass, in your face veterinary practice for clients who love their animals more than life itself? And see if your brand message and your brand codes fit snuggly together like a pea and a pod.
Take a step back and consider your brand archetype and the type of clients you are trying to attract to your business. Does your brand marry up with what you are looking to achieve? Or is it just what you like?
If your brand archetype is to be rebellious and challenge the norm then a whimsical lilac is probably not for you. But if you have a nurturing and motherly archetype then this could be just the colour you need.
If your brand has history and you are looking to do a refresh, I would suggest you do not go straight for the polar opposites even if you feel that your brand has evolved in a way that is not representative of where it is now. You may have seen the horror stories of famous brands such as GAP who transitioned to a new logo in an attempt to be more 'modern'. This lasted less than a month before they decided to return to their roots and forget the whole ordeal.
The staff at Veuve Cliqout were sick to death with the colour yellow. It was on all their marketing material, it was in their offices, it was in their cellars, it was even the umbrellas that they carried when it rained. The staff wanted it gone, but why would they? Afterall, the yellow was a brand code, and it was something that was recognised by its most loyal clients. So, why would a brand change it? Certainly not just because it was making the staff nauseous? After much discussion and the gigantic payslip of a brand expert, they decided to stick to what worked best.
If you're considering a brand refresh, don't stray too far from what made you successful and most importantly distinct. Your audience still needs to be able to recognise your brand after the transition. You don't want to foster distrust with your audience.
Opt for more subtle changes instead of rewriting the history of the brand. Tweak the brand codes so they align more closely with your message. Perhaps dull a black to charcoal or mute an in your face orange neon to a burnt amber. Every brand has an origin story so make sure you don't lose your way.
Sometimes it is hard to take the business owner hat off and see life through the eyes of your customer, especially when it comes to the brand. The business owner can be tempted to make decisions which reflect their personality rather than that of the brand.
Businesses rebrand every day. If you have any questions on your current brand or perhaps are looking for a brand revamp, contact the team at businessDEPOT Marketing!