There seems to be some discussion around the value of rebranding recently concerning some fairly well known companies including Starbucks and Gap.
Now as a branding company we have a vested interest in the need for these services, however it is not a task undertaken lightly. The backlash about the Gap rebrand was so strong that they retracted the design and cast it aside. The amount of time and money invested in the development of that new brand was based on the desire of the company rather than the impact on the end consumer.
A statement from the company summed up their own ignorance; "we were suprised at the reaction of the consumer, internally we liked it!". Now you don't have to be in branding to realise how rediculous this statement is.
The evolution of a brand isn't just about the little picture on your business card, it is about the culture of the company that you can build around that logo. Businesses develop so quickly nowadays that changes are almost a necessity.
An example is an online company that we recently worked with to 'update' their brand.
They had a passion for their current logo but felt is didn't really represent what they were and what they wanted to be. With the update in the visual comes an update in their offering and therefore how your current clients and potential clients view you.
When considering rebranding think about the story you are trying to tell, it's not about what you personally like, it's about telling your story in a way that you can engage with your clients - both internal and external.
Get the company involved but be assertive, ask for outside help and drive it forward.
