When a company makes a significant change to its core product offering, it may make sense to launch a rebranding campaign to let existing customers — and the new ones it’s targeting — know about its new focus. However, a full-on rebrand takes a lot of time, effort and resources, and your business may not have the bandwidth or desire for this massive undertaking.
Rather than giving your brand a complete overhaul, it’s possible to execute a smaller-scale brand update by refreshing your image across your digital platforms. We asked members of the Forbes Agency Council how to go about doing this. Their best answers are below.
The easiest approach would probably be to update your company style guide and tagline, but make sure you have a good story to back up your reasoning for doing so. You want to be able to easily bridge the gap between what you were doing with the old branding and what you’re doing now. – Eric Dahan, Open Influence
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