In the world of branding, the fastest and easiest route to changing a look is through a Logo & Corporate Identity Makeover. It’s the expedited method of projecting a new image, and an ongoing journey of constant changes, regardless how subtle.
Here’s a look at Finnish Paper Giant, Stora Enso. It’s an interesting departure indeed for this integrated forest products and paper mill that specializes in newsprint, magazine papers, fine papers, and packaging boards. The new brand identity was created by the Helsinki creative agency N2‘s Canadian-born creative director Brian Kaszonyi. A study of StoraEnso’s corporate image was done by Kuulas MillwardBrown.
A Logo & Corporate Identity Makeover is, however, by no means what branding is all about, and the potential it can deliver. Customers are already 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. It is this MEANING that needs to be thoroughly analyzed, managed, and optimized in the company’s best interest. This the foundation of strong branding and brand positioning strategy.
An Identity Makeover is not without risks. 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 aesthetic touch up is reduced to a futile and expensive exercise. An utter waste!
Companies MUST ensure that the brand experiences they provide remains positive, therefore if your products and/or services still show weaknesses; customer satisfaction is questionable, market share is lagging, your customer service department is drowning in complaint calls, stakeholders are edgy due to weak stock performance, staff morale is in the abyss while staff turnover is high… a logo makeover WILL NOT bring about improvements like a magic wand!