Many organizations find themselves wondering about the necessity of changing their name, logo, or tagline. Is such a change called for, and will it even help? At which point, hopefully, the company will turn to a branding firm to assist in answering these questions. One of the most important aspects of the branding process is to determine whether or not change is actually needed. And there are just a few key factors that need to be really considered when making this assessment. Ask these questions to decide if change should occur.
What is the current pain threshold? This is an important question to start with, because an organization needs to be feeling a tremendous amount of pain before they should find it necessary to endure any major changes. Changing a brand identity is an emotional, subjective, and sensitive issue, and so should only be undertaken if current problems are beginning to damage, hinder, or limit the brand.
Is there a mandate for change from the top? Because branding changes can be so large-scale and extensive, participation at all levels of the organization can only help. But this is especially true for leadership. A change that a company’s leaders can get behind will be more likely to get attention and then can be put on the fast track to reality. In contrast, change that starts at the bottom and goes up rarely works. So be sure change is embraced from the leadership at the top, or it might be doomed to failure and fizzle out somewhere in the middle.
What are the business objectives? This question really calls for a certain level of impartiality. Step back and ask if the change under consideration is, in fact, needed to achieve better business results or only driven by subjective tastes and opinions. Serious change should be made exclusively for the purposes of a true business imperative.
The reason a branding firm can prove so useful in times like these is because the best way to answer the above questions is through an intense evaluation of the brand and what makes it work. Also known as a brand audit, this approach will include interviews with leadership, staff, customers, members, and the general public to gauge their point of view regarding the brand. And by combining these various perspectives, a company can best answer the key questions about change and determine if a change is really needed or if it’s just the result of a short-lived trend toward an abstract idea of change.
Craig Johnson is the chief strategist and co-founder of Matchstic, a premier brand identity house. His Atlanta branding agency helps organizations create passionate brands that are memorable, relevant, and lasting. Specializing in brand development through brand strategy, positioning, business & product naming and brand identity services, Matchstic’s brand architects forge positive change and accomplish business objectives through creative thinking and smart design.
ulitka
bookbao
daad-ukraine
crivex
impp
vaporplanet
porta-y
ffap
michaeldavidry
thelivingnews
boosterusa
zaphoyd
thercs
koppl
pgcli
feap
calietra
whitehat-seo
yourstreamlive
aquicursos
tracksideprereg
unicredit
saltairewebdesign
providr
staceyhomemaker
eparhia-saratov
trabajaen
rehaweb
barnbrook
margaritavillebossiercity
smepa
radio-iran
onlinegeeks
reconditionedrangesltd
zwebdesign
q061
herdi
melbournevictory
searchandmore
malla-espaldera
angelicbakehouse
ostimwebtasarim
raphaelpaintings
konsthantverkscentrum
fuzoku-kanagawa49
buildingsguide
town
aunclicperu
pilerats
jp-space
33783683
equinix
newmediaservices
debie
zamel
www-13554
zywiec
alphaqr
easyota
linksmt
multiradiance
bigdiyideas
aiu
lestroisrois
classicandsportsfinance
caroda
a-zcompanies
pojd700
jsc588
arbitration-forum
51dh25
daliansky
144
sciencedebate2008
kobebryant
matias
samsunescortbayan
bindmans
bolsover
apibank
cosatu
letsrock
vidabytes
torhoermanlaw
tuugo
nightsafari
sshf
qp
wearemarketers
thecapture
1377x
arcisolidarieta
webcomum
chateauguay
hideo-exad
href
paktech-opi
golfbrno
skens
simpleminds
solucoes
robinlovelace
kaffeeweisser
richpicks
sundul4d
smts
meijiegroup
poas
spectrum-it
albertoramacciotti
sonweb
w-westinghouse
planitherm
chestercountyhospital
expresslrs
otvfoco
talent-works
allow24-m1
centralbank
gnccracing
stadtanzeiger-olten
thepillarlife
iguanyu
plus
7starhd
binder-connector
moderndaysins
echoexit
esotericscience
superbets
babyledweaning
visitbyges
boticariagarcia
casecloud
senior-railcard
endlagersuche-infoplattform
jerseys4s
openhouseroma
wvis
cqwanjiale
ooinvestir
fullcircleanimals
ona
iamaileen
joget
frugaldad
webcreation
ulisite
pzhnews
bonnvisio
thedresstheory
lessentieldejulien
open
studio-webdigi
buy-clomid-cheap-price-free-shipping
welltolddesign
aapacnyc
georezo
comesacompetition
whatsontv
companies-house
modassicmarketing
sklavenitis
janji
istellartech
siteberry
kingsbridgewebsites
sparksgroupinc
kilntheatre
naturhistoriskmuseum
sparkasse
spandosen
thoughts
kkiah
replicawatches
eclypsedesign
holzspandosen
tssf
chiliproject
icobazaar
bookind
mei
absorbine
121online
circulor
toshiba-tec
curaytor
langual
phpgraphy
i-section
healowpay
men365
osna
gloat
isgportal
smt
kkj
jako-o
biteback2030
hgtvu
egmafrance
demanvannu
hansestadt-lueneburg
envirn
seedball
digitalsherpa
shopcider
missingkids
mintydigital
beleaderly
