Use Logo Logic
Tired, dated materials won't reassure prospective clients that you're progressive and will constantly update the knowledge and services you offer. --Marie Swift
If your logo is more than a dozen years old, chances are it's time for a makeover. Tired, dated materials won't reassure prospective clients that you're progressive and will constantly update the knowledge and services you offer. Your branding essentials may not need a complete overhaul, just a simple facelift.
Freshening up your brand can pay off in improved perceptions and opportunities to increase your business communications. An advisory firm in Kansas City celebrated its 15th anniversary by unveiling a new logo and clear marketing message. Because it had moved upmarket over the years, the firm's original folksy image no longer fit. The new, more sophisticated logo and tagline reposition it for the next 15 years. After scrubbing the wording on its Web site and applying the new brand identity, the firm had plenty of reasons to send colorful postcards and e-mail announcements to its mailing list. After a few months, the company had created a new suite of marketing materials, including a client-centered brochure. Voila--another opportunity to communicate with friends, clients, the media and prospects.
-Marie Swift is a marketing consultant and president of Impact Communications, in The Right Stuff
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