Refreshing a brand image – keeping some things and letting others go.
Is there any brand loyalty left today? Of course there is. I am a good example of it. Here is my favorite brand of toothpaste and it has been that way for over 50 years. I have no intention of changing from Crest to any other brand. I love it.
But I am an old guy. What to I know? What about new prospects for Crest? Having people recognize and recall a brand, even when it is updated, means keeping certain recognizable image elements in tact and letting others go. The brilliant band designers who came up with these new images knew what they were doing. It is worth noting what they did.
The human mind recognizes words in chunks and other images instead of individual letters. So the guys running this campaign kept that powerful red C even if they changed the rest of the colors slightly.
And there is one other item of note. It is SLIGHTLY hard to read the word “TOOTHPASTE” on the old box. However, on the newer box and tube, the word “COMPLETE” is very easy to read. They have a number of different formulas and it is important to the consumer’s user experience to be able to tell the difference in them easily. At one time, there was one crest and only one. Now there are many, answering the concerns of many users.
Can you emulate this type of idea of refreshing your brand image? Of course you can, as long as the basics are strong to begin with. The problem often comes when an original idea is abandoned to the point that the entire idea is lost. These things should be undertaken carefully. Another fine example of keeping a brand in tact is what the folks at Good Housekeeping have done with their logo over the years. It has gone through 5 or six (or more) iterations, but always keeping certain recognizable elements.
So if you need a brand refreshed, do so carefully. And of course, give us a call if you would like our help.
Chandler Turner, President, Accurate Business Communications.