Branding communicates what your business is about and what it delivers to your customers. It can build your reputation and help your business stand out from the crowd.
But while some brands are instantly compelling, you can stare at other logos for hours and still not have a clear idea of what they are supposed to communicate.
Take, for instance, the London 2012 logo. There’s nothing in the design that specifically feels like the Olympics, other than the five rings at the top, on the right hand side. The design is meant to imply the year 2012 – but the figures are so bizarrely placed and designed that the message is scrambled.
A strong, recognisable brand can help your business build reputation in your target market. And the good news for SMEs is that they can learn a lot from bigger brands that are getting it right.
Airbnb, Moo and Hootsuite all had a makeover last year, moving to a much more simple style – proof that SME branding doesn’t have to be over-thought and complicated.
And, after years of rapid growth, including overseas expansion and an increasing online demand, small business prop hire company Prop me up also had an image change.
The company’s original logo was designed in the pre-digital age, with the sole aim of looking great in on and offline marketing materials. The ambition for the new version was to better reflect the company’s growth in other European markets.
The end result was a cleaner design that communicated its new market position as well as attracting a wider online audience. Since the rebrand, Prop me up has seen increased traffic and enquiries on its web and social media channels.
So how do you know when it’s time for a rebrand? These four questions are a good starting point:
- Does your brand feel outdated?
- Is your brand communicated consistently across all of your business activities?
- Have your products/services changed recently?
- Are you no longer reaching your target audience?
If you answered yes to one or more of these questions, it’s probably time for a rethink.
Start by taking a look at your visual identity and messaging. Decide which parts of your brand still have value and should be retained. Do bear in mind that it’s important to maintain the integrity of your existing logo and web design, so it’s usually better to make modifications that are noticeable, but not too drastic. This can be as subtle as a change in the width of a font; the sizing, scaling and placement of an image; a change in the colour palette; or even a new tagline.
If you decide it’s time for a rebrand, here are the five principles you need to consider:
Keep it simple
A busy or cluttered logo isn’t going to do you any favours. Use clean, bold lines and avoid using elements that distract from your key messages.
Be original
Carefully consider the colour palette, shape, symbolism and flow of your design. Avoid copying the competition as an original brand stands out and will help attract customers.
Be recognisable
Customers develop an instant impression about your business, based on your brand identity. So choose shapes, symbols and font types that leave a lasting impact.
Consistency is King
Whether you have a brick and mortar or online business - or a mixture of both - a consistent brand identity is essential.
Be versatile
A logo design needs to have the same impact on a business card or a fleet of delivery vehicles, so do bear this in mind when briefing your designers. Your brand identity must be transferrable across all mediums.
While it can be time-consuming - and sometimes costly - getting your branding right can have a big impact on the bottom line of your business. The more effective you are at communicating with your audience, the better you’ll be at bringing in revenue.
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