Does our business need an image makeover?

Dear Aunty B,

Our business has used the same name and logo since we’ve started out a number of years ago.

Recently, I’ve started feeling like our name, logo and colour scheme are looking a little dated.

On the other hand, I fear that if we make any radical changes to how we present our business, we might risk a backlash from some of our loyal customers.

Some of our loyal customers have actually commented that they like us precisely because while we’re less flashy than the competition, we get the job done.

So is it time for a fresh coat of paint? Or should we stick with what works?

Out of style,

SA

Dear Out of style,

Ahhh, the power of a logo. Think of brands such as Coke, Nike and Twitter – and their logo is the flashing beacon that comes to mind. You’d imagine that changing the logo would harm the connection of consumers to the label.

Then again, if we look to the corporate or media worlds, people have changed their names and logos very successfully and it is common.

Look at EY – formerly Ernst and Young, or PwC, formerly Price Waterhouse Coopers. Banks have pushed towards rebrands, such as National Australia Bank to NAB, while magazines and newspapers have changed their mastheads and cover styles for years.

They are big names and have all transitioned successfully, and there is no reason why you can’t too.

The fact is that time, style and what consumers react to moves on. If you have built a good business and reputation and feel instinctively that your marketing collateral is out of date – you need to act now and do it professionally. You need a look that is going to serve you well for a dynamic future filled with new customers.

A good designer should be able to tap into the sentiment of your current look but really take it to the next step so you like a business that means business.

Be smart,

Aunty B