Ensuring a Seamless Brand Image Change

Customer Engagement
Customer Experience
Organizations need to meticulously plan a brand image change and use it as an opportunity to reconnect with their audience.

Change is good. But when it comes to making a change to a recognized element within an organization, business leaders need a sound strategy that ensures consistency.

According to Eric Courville, director of marketing at North Plains Systems, changing a company logo isn't something that should be taken lightly. "It's the essence of what the company is," he says. Courville argues that business leaders need to make sure such changes are well planned out. In fact, he says one of the biggest mistakes that organizations make is not making a plan and not testing the new image. He outlines four tips for organizations considering a change in their brand image:

Retain a consistent image throughout the engagement cycle: Courville stresses the need to ensure that the brand image is the same across the board and previous logos aren't still being used, since this could confuse customers and give a distorted image of the brand.
Test your plan: Rather than go ahead with an organization-wide changeover, Courville recommends testing the new brand image with a small group to make sure that the new logo is communicating the message that the organization intends.
Explain the reason behind the change: Most of the time there's a reason behind a change in brand image. Rather than assume that customers will understand the change, Courville says organizations should embark on a campaign that explains the reason behind the new brand image.
Don't underestimate the work: According to Courville changing a brand image isn't simply swapping an old logo with a new one. Organizations need to make sure that the new branding is present on all company communications from the launch day.

Finally, Courville says organizations should use a change in brand image as an opportunity to reconnect with their audience. "A brand change is a huge opportunity to clarify who you are and the reason behind the change," he says.