I have had a similar conversation with many of my peers lately regarding, what I consider, radically changing a familiar brand. In each case I tread carefully, knowing that a brand is an integral part of a business, especially one that has been around some 50 years. But while I was concerned about changing just the logo, it occurred to me:
Your band changes all the time, whether you want it to or not.
For instance: I am currently president of the Ames Community Theater. Over the years the brand of the theater (ACTORS) has gone through many changes, notably the fact our audience, who were once the life and blood of the theater, are now pushing 70-80 years old, and our attendance reflects that.
We are constantly trying to find ways to entice and bring in the “under 30″ crowd, oftentimes calling upon the same people over and over to help out behind-the-scenes or audition.
Our brand is split between “producing quality shows” to “bussing in the retirement communities.”
And we are trying to change that, and encourage younger folks to get involved, as well as maintaining our brand as a community theater for all ages.
When you think about your brand, every time you go out in public you are changing your brand – either for the better or worse. If you show up to a meeting in torn jeans and a T-shirt – that says a lot about you, especially if your company is known for being professional and well-dressed.
Every interaction and everything you put on your company blog – or even your personal blog if you mention your business at all – can change people’s perception of your brand.
It’s easy to forget that your brand isn’t just a logo or identity package – it is the sum of all your parts. With so many variables making it change without your knowledge (or approval!) it’s a good idea to get a handle on the things you CAN control.
If you are trying to instill confidence, dress it up a little.
Trying to appear casual – dress appropriately.
But there is a way to completely avoid being labeled as part of your company’s brand…
Promote your individual brand. As they say – The Brand Called You. It will out-shadow all of your other competing brands.
