Advertising During An Economic DownturnJune 2, 2020
Chris Barbauld on The Barbauld Agency’s SuccessAugust 10, 2020
It’s easy to assume that because we are a marketing agency we’re always trying to sell clients something. Actually, that’s not the case at the Barbauld Agency. Rather, we do what makes sense for our clients. Sometimes, that means not selling them something when we feel that they don’t need it.
We’ve all been through tough times with our businesses. It feels like we are treading water instead of moving forward. It’s natural to want to search out a single great solution. Often, businesses decide that changing their logo could be a quick fix.
If tough times make you feel like this, don’t panic! More often than not, your logo isn’t the issue. Changing your logo for the sake of making an improvement is not usually your best bet. Read on for eight good reasons why you should leave your logo alone in tough times.
7 Reasons NOT To Change Your Logo
1. A Change In Ownership Or Management
It’s tempting to make big changes to reflect the new direction of the company. But, remember that your loyal customers value the service or products they’ve always had. It might be wise to postpone making a logo or branding change at this time and evaluate what, if anything needs to change.
People want to know that just because leadership has changed the whole company isn’t necessarily changing. Reassure your customers they can still trust your company to deliver the service or product they’ve grown to love over the years.
2. There’s An Influx Of New Competition
One thing you have over your new competition is a track record. Don’t change your logo to try to keep up with new businesses in your space. The last thing that you want to do is appear brand new like your competition. There’s a lot to be said for longevity. It builds trust.
3. Your Logo Has Been Changed In The Last 5 Years
Changing too often makes you look indecisive. It also keeps people from building brand recognition with your logo. Dedication to your branding sends an impression of confidence.
If your company has grown or matured over time, a new logo might be relevant. Still keep in mind that a reliable company doesn’t reinvent itself every few years. Make sure that you show customers that you know who you are, what you are doing, and why.
4. You’re Starting To Gain Traction In Your Market
If you’re just starting to get brand recognition, keep the momentum going. A logo redesign can derail your progress. First, establish that customers know you and want to come to you for your products or services. It’s imperative to give them time to associate your logo with what they trust about you. Remember to work smarter, not harder.
5. Your Marketing Budget Is Tight
We have talked about Advertising During an Economic Downturn. Keep in mind that you need to keep a stable brand image during a poor economy. Changing a logo while also dealing with a limited budget won’t increase sales.
If you have limited money to invest in marketing, make sure you’re getting the best bang for your buck. Need some help with that? Contact us today to start a conversation.
6. Your Business Has Recently Moved
You never want to change your logo and address at the same time. You want to make it as easy as possible for customers to find you. You don’t want to make people think you’re an entirely different business.
Keep in mind the life cycle of your product or service. If you provide something that your customers only need every 7 years, it’s best to wait 10 before changing your logo. Take a look at your customer records. Make sure to give the majority of them time to return to you. Remember they already have to find you at your new location.
7. You’re Chasing Trends
This is not a great reason to do anything permanent. Trends change. Your logo should have longevity. You choose your logo because it’s a good representation of your business, not because it fits with a new fad.
Wondering if a logo change might be right for your business?
We’d be happy to assess your logo or any area of your marketing and advertising to help you find the right solutions. Contact us today for more information.
Now that you’ve read “When Not to Change Your Logo” do you still feel confident about changing it? Maybe you do need something fresh or something that’s more easily recognizable. You may have been around a long time and you’ve realized that your logo doesn’t translate well to the web. Sometimes what worked on fancy letterhead is lackluster online.