Corporate Rebranding

Last year, Gap clothing stores made national news when they rolled back a logo redesign after it was widely criticized; Tropicana made a similar decision in 2009. Other companies, like Coca-Cola, have been subtly updating their branding for decades, and consumers have barely noticed. How does a company know when it’s time to update its brand?

Angela Massaro-Fain, founder of Grapevine Communications, says there’s no one-size-fits-all timeframe for rebranding. Some companies go more than 20 years before refreshing their image, while others opt for a redesign after only three or four years. Massaro-Fain says companies need to ask “whether their logo still looks fresh and still truly represents their corporation.” Companies change over time—are the products and services you offer today the same as they were when you started? If not, make sure your logo, mission statement and marketing match the current nature and personality of your business.

Massaro-Fain also suggests that, if you do decide it’s time for a change, “Do it all at the same time, and get everybody on board.” Some companies transition in stages, updating websites, signs, business cards and other media at different times. But the lack of consistency during the transition can be confusing and off-putting. If you’re going for a big change, she says, get everything ready behind the scenes and then unveil it all at once. The result is a bolder, more unified public image. “And,” she adds, “getting the buy-in from company management and staff is very important.”

Questions to ask before rebranding

How recognizable is your image? Consider hiring an outside consultant to study how your company is publicly perceived. If a certain color, style or mission statement is seen as defining your brand, look for ways to refresh them rather than replace them.