It is possible to say that companies that cannot adapt to the competitive environment in the market or are left behind in the competition have lost customers or gone bankrupt. You can have an idea about the innovations that you need to realize in the field of marketing through this guide that we have prepared about when and how the logo should be refreshed in companies and individual studies.
With the change and progress of the era, logos and the branding methods followed by brands are also changing. At the heart of this situation lies the effort made to avoid a decrease in the favorability ratio for customers.
Introduction
The perception of branding, which continues to be renewed every passing day, has started to be done only through the Internet over time and has become a part of Internet culture as well. Today, the advertising culture, which also manifests itself through social media tools, can be defined as a part of branding activities. Branding, on the other hand, is used as the basic discipline and tool of the functionality of the marketing field.
Why Companies Need An Urge to Refresh Their Logos
The need for brands to change their logos can occur for many reasons... for example, copyrights can be one reason for this. However, this process is mostly managed due to the inability to achieve the desired goal in the marketing process. Logo design, contrary to popular belief, is much more than a visual illusion due to the fact that a part is the first limb that meets customers.
The answer to the “Is it necessary to rebrand the logo?” question can be given as follows: If a brand is not satisfied with the results it receives from branding and marketing studies, if its sales are not increasing, or if it cannot compete in the market in which it is located, it can perform rebranding studies. The factors that are effective in making logo design a part of rebranding efforts can be defined as follows:
Logo design is directly related to customers.
Your logo design reflects the values of your brand and the characteristics of the products sold. It is and should be related to how you make an impression in the market you are in, the socio-cultural class you address, and much more. Otherwise, changing your logo design will already be useful in terms of branding.
Your logo design is a weapon for sales
The colors you use in your logo equals the impression you give with your design and the visual illusions. As long as you know how the human brain works and benefit from the psychology branch in terms of marketing, it is possible to make any progress you want in this field. You can only realize real branding work by reflecting on this whole process in your logo design!
Your logo design is your most permanent brand face
You have no advertising campaign that defines and reflects your brand as much as your logo. Your logo, which bears the name of your brand and is integrated with your sales slogan, brings your slogan or advertisement to people's minds as soon as it is noticed. When catchy advertising songs get into the language, the name of the brand is always said too!
Rebranding logo tips for companies
Everything necessary for companies to refresh their brands is available in their own values. You can think of such a situation as reflecting the brand's potential on the logo. If you want, become a start-up company, if you want, a well-established company, if you want, take part in an individual business area. The fact that a professional logo design is processed together with branding will both increase your sales and cause a significant increase in your brand awareness. Here are some rebranding logo tips for companies:
1- An Impressive Color
Your color preferences for your brand not only play an active role in the way you address your customers but also become a language that speaks for you. It invites your customers in and gives a unique rhetorical performance that the brand itself has what they need.
For a bold design, you can use the red color that stirs the nerves, and for a corporate and hard image, you can use navy blue tones. In any case, you encourage your customers to think that you have what they are looking for and that they can choose to trust you.
2- Cleverly Crafted Typography
As well as spelling techniques, the shapes of the letters also provide very valuable clues about the character. Sharing your brand's identity with your customers makes you more reliable and preferable. For example, you prefer a font consisting of finely detailed and circular letters for the design of luxury products. In that case, you can use an angular spelling format that represents a firm stance, far from elegance, to represent your products sold in the field of technology.
Typography also forms the design itself. The preferred spaces in the logo design make it possible for the design to look clear, understandable, and composite. Typography, which forms a tactical part of the logo design, makes it possible for you to transfer the values of your brand to the other side at first glance.
3- An Outward-Looking Design
Design is largely about salience. Just like there is a difference between looking and seeing, having an unnoticed logo shares similar results with the fact that your logo does not exist. No matter what kind of colors you use in your design or how simple a logo you make, a logo that does not have a character will not be noticed by your potential customers. Get to know your target audience and shine with a logo that appeals to them!
Understanding Branding
In order to better understand the rebranding situation, it would be a good start to delve into the history of branding. Because if you need rebranding, it is likely that you have done a wrong branding study in the first place. Branding is an area that has not lost its importance throughout history, and is developing by being understood more and discovered more every day. Taking a brief look at its general history with examples can be a small step in the inspiration needed to grow your brand.
The History of Branding
While examining the evolution of the branding concept, we should take a look at the 16th century. The English ceramist Josiah Wedgwood and the French fashionista Rose Bertin were among the first practitioners before branding became popular. During the 18th century, the concept of branding, which began to manifest itself more widely and as a strategy, was taken in a contemporary form in the 20th century. It introduced itself in the middle of the century.
Before 1970s
In branding studies conducted before 1970, marketers carried out their work aware that they could influence and even manipulate the behavior of their customers. There were several different methods to increase the purchasing tendency.
In the research conducted during this process, the tendencies of people to prefer a well-known brand were investigated in 1965, by Marquad et al. The results of this research undertaken by him showed that 75% of customers preferred a very well-known brand, making the brand very preferred at the same time. Moreover, the brand with a high preference tendency had a more expensive everyday product inventory than the other brand!
After 1970s
At this time, many brands were still using mass production and mass communication methods to market their products. However, the 1970s were when the concept of "lifestyle" was revealed. People were no longer part of the consumer culture just by working. They also had their own lifestyle. In the field of branding, the concept of lifestyle means that customers shop from brands whose purchasing behavior reflects elements of their lifestyle.
“Marketing mix” is a concept that emerged around these years. This concept, also defined as the 4 P's of marketing, has an expansion that includes the following items:
- Product
- Price
- Place
- Promotion
The concept of marketing mix, introduced by Neil Bordon, has been developed over time and included other areas such as branding, servicing, and advertising. It is possible to say that the analysis process started with the development of this concept. The ability of brands to conduct market analysis has enabled them to understand their customers better.
Desired personality, the theoretical foundation of branding personality as early as in the 1950s when Martineau established that two similar stores could offer the same offer such as size of the product, price, quality, etc., and one of them wouldn't face partiality from customers. He explains to be able to create a personality for the company, there is a necessity to use the power of the brand image.
Why Branding is the discipline of marketing?
While branding ensures that the marketing process is open to competition, it also provides a playing field where the better team wins, preventing unfair competition. In this process, while all brands strive to be the best, the quality and speed of service offered to customers also increase. Therefore, it is obvious that it is a win-win game from a B2C perspective.
With the advancement of technology, economic situations have been left aside and a market has emerged where appearance is a purchasing criterion rather than price. The reason for this situation is, of course, that encouraging lifestyle habits has emerged through social media. Brands that can turn this situation into an opportunity and sell an idea as well as a concrete product become known much faster.
Therefore, being good at your job and rebranding with a logo that allows your target audience to notice you will be enough for you to be recognized. Because a customer choosing you will be enough to make everyone around that person or on their social media a potential customer for your brand.
Using Zoviz for Logo Rebranding Processes
Perform rebranding through Zoviz, which makes a logo with colors that reflect your brand's values and a unique typographic design accessible to everyone and every budget. Don't wait any longer to renew your brand. Instead of dealing with long design processes, design a new logo for your brand in minutes by taking advantage of the perfect and fast-working system of artificial intelligence, without needing design knowledge!
