The Journey of Rebranding
The world doesn’t seem to be slowing down. In fact, it feels as if the pace continues to rev up. And for businesses, it’s all hands on deck, full speed ahead. The rules are changing, technology is advancing, the culture has shifted since COVID, and many businesses are taking this opportunity to ask, “Who are we, and how do we share that with the world”?
It is a time of reinventing, reframing, and rebranding.
My job is to walk on this journey with you, asking questions, helping explore aspects of your company and looking at the heart of the work in a way that is new to you. This journey is my favorite part of the job as I get the great privilege of watching people who have been at their companies for years, maybe even decades, discover meaningful aspects of “Why” they do what they do. In some ways, its an opportunity to breathe new life into a company.
When a company takes on the task of rebranding, there are few missteps that can be avoided when they are identified which is a skill I bring when you work with me. Here is an intro what that looks like:
Hurry Up
I recently had a potential client reach out to me, they had contacted me because they wanted a new logo, typeface, icon for their app, their app UI and website redesigned. A whole company makeover if you will. For them, one conversation of ideas and expectations with a follow up email was enough information to fullfill this request. As a designer, I prefer a thought through, mindful, and full scope exploration to get to the greatest result possible. This includes multiple conversations, questionnaires, and sifting through ideas before we get to the final result. I watched companies rush this process, get a quick fix design, then a couple years down the road be unhappy because it doesn’t actually reflect who they are.
Short Cuts
It is a disservice to you and your company when you take short cuts in your design efforts. When your design process is thorough and mindful, it will last you years because it is more deeply reflective of who your company is. Trying to keep the budget small and taking the first fun or flashy logo is a bandaid and won’t carry long lasting impact that a rebranding has the potential to fulfill for your company. It feels good in the way eating McDonald’s does. Great for the first 10 min, and then filled with regret an hour later. Short Cuts won’t get you the long lasting impact you are looking for in a rebranding.
Do Over
A good logo will have longevity. But that requires a deep understanding of who you as a company are. That is a time consuming process and one a good graphic designer will take you on. Burger King and Wendy’s both went through a redesign, but yet it still had strong recognition and roots in the old logo. It wasn’t revamped but rather enhanced/updated. The new logo had a strong call back to the old logo. Being recognizable is important in your brand, updating it doesn’t always mean you should start from scratch and create something completely different. Clients know you and trust you, and your brand is the physical representation of how they know you. They trust it and therefore trust you. Adapt and lean, don’t disregard history.
As a designer, I don’t have skin in the game. I get to be an outsider pointing out hidden gems and highlights of who you are. I get to bring fresh energy and ideas to the table, and work with my clients to find their truest selves. Rebranding is a deeply personal process and you should trust the designers you work with. Make sure you find someone who will respect the journey and not be in to simply do a quick turn around. You won’t regret it.
Written by: Danielle Tietjen