Is your logo outdated and no longer relevant to your customers? Do you even know how your brand is perceived? A brand’s mark can be very subjective as individuals see and interpret things differently based off their own experiences.
When we work with companies on a rebranding or branding effort it is incredibly important that our process allows for as much research and feedback as possible. By doing this, we are able to build consensus and ensure everyone understands the creative direction.
This doesn’t mean that an entire company of 200 people will be chiming in and directing efforts, it means that they are given the opportunity through either interviews or a survey to answer key questions that will give us valuable insight. Your employees and customers all interact with your brand differently, by seeking their input you are laying the right foundation for successful branding.
Seth Godin says it best, A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.