Re-Branding Corporate Identity

Periodically, companies embark upon refurbishing their brand image or re-branding their corporate identity with the help of reputed branding firms. While these branding firms will do their job, you must also be in the know of some essential factors related to this exercise:

1: You must understand that the changes in logo, brand visuals, visual identity should not be superficial i.e. the changes must reflect the changes in functions and provisions otherwise is waiste of money.

2: If there is a strong personality attributed to a brand or company to which customers are attached to, it should not be changed radically as it might destroy the emotional attachments to the brand or the company.

3: The reasons behind changes must be communicated clearly to all the stakeholders as radically revamping visuals without explaining the reasons for the change can give rise to speculations about ownership issues.