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 My friend Liz Doten tweeted this earlier today and it reminded me of just how often companies revert to 'refreshing' their brand image in hopes of reenergizing sales, clients or staff.
I find it hard to believe that these companies are convinced a logo revision is the silver bullet to flagging sales, a complacent corporate culture or a product that just isn't competitive enough.
The truth is that no logo or tagline by itself is able to prop up a brand that doesn't meet your customer's expectations. Whether it's personality, taste, price, color or fit, if your brand doesn't deliver, a new logo will not be able to close the gap for you.
If you've done your homework and your brand is authentic, genuine and meeting consumers demand at a price they're willing to pay, you may just have a chance at success regardless of how many times you
haven't changed your logo. Just ask Nike.
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Founding Partner | Sago Road Growth Co.
by: Steve Biggerstaff Posted Saturday, February 13 2010
I clicked on the link to this post out of shock, hoping to NOT find evidence that Little Red Bird had drunk the "graphic design uber alles" Kool-Aid. What a breath of fresh air to all who KNOW that brand strength is built on performance, consistency, integrity and value. Customers may try your brand because of a new look, attitude, or message - but they will not become loyal brand advocates (the strongest driver of long-term profits) unless you deliver. Great post!
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