In the world of branding, the fastest and easiest way to change a look is through a Logo & Corporate Identity Makeover. It’s a fast visual route to projecting a new image. And an ongoing journey of constant changes, regardless how subtle. Here’s a look at WALMART Stores. One of the world’s most enigmatic retail stories.
A Logo & Corporate Identity Makeover is, however, by no means what branding really means, and the potential it can deliver. For customers already are experiencing your company’s products & services in their very own distinctive way. The MEANING of a product & service in any customer’s mind is what SHOULD matter to any organization. And it is the MEANING that needs to be thoroughly analyzed, managed, and optimized to the company’s best interest. This is a the essence of branding and brand positioning strategy.
Logo & Corporate Identity Makeover does not come without a risk. The key is in the hands of Customers, who essentially decide “WHAT’S HOT” and “WHAT’S NOT”! Therefore, if a company changes its logo WITHOUT changing the meaning – ie. properly align and match their brand message with the positive brand experience the company WISHES customers to have – the often sizeable investment in changing merely your logo reduces to a futile and expensive exercise. A sheer waste!
Companies MUST ensure that the brand experience they provide remain positive, so if your product or service still shows a weakness, complaints mount, market share is lagging, your customer service department is inundated with complaint calls, stakeholders are edgy due to weak stock performance, and staff morale is at an all-time low, and staff turnover is high… a logo makeover WILL NOT bring about improvements like a magic wand!