Pepsi spent a whopping $1 million in 2008 to update their logo from this to this…
I know what you’re thinking, “Time to get into the branding business!”
Pepsi faced a lot of backlash when the cost and some of the working documents came out. Check these out…
Why? I mean… just why????
This harsh backlash was NOT the reaction Pepsi was aiming for with a new look to their logo and products.
You may be reading this thinking your business or nonprofit need a new or refreshed look.
So, what exactly are the benefits of a new or refreshed look?
#1 – Renewed Internal Energy
When your brand and marketing materials feel stale or outdated, it affects the way you tell people about your organization. It can affect how your team feels about sharing information with others. At best, you’re simply complacent. At worst, you’re a little embarrassed about how outdated your marketing is.
The process of going through a rebrand or refresh can rejuvenate you and your team. The conversations about what you want the organization to look like and how you want people to feel when they see your brand is exciting.
Once you have a brand you truly love and are excited about, you and your team are excited to share the news to the whole world!
#2 – Boost External Momentum
Just as important, that renewed internal energy can be seen and felt externally. With more people excited to share, you can see a boost in the amount of content you’re able to create and increase the awareness of your organization.
Your organization should build a campaign on the new or refreshed brand. A lot of activity doesn’t always mean it’s good or productive. A campaign should help clarify your goals and tactics to make sure you take full advantage of a new look. As you’re completing your rebrand or refresh, start building your launch campaign to coordinate what the rollout will look like.
#3 – Increased Engagement
There’s one more important benefit of a rebrand or refresh: engagement.
Increased awareness is great. You also have the opportunity to get more people engaged with your business or nonprofit. What engagement looks like depends on what you want your audience to do.
It could be a way to get more readers for your newsletter. It could be a way to direct more people to your giving page. It could promote a specific event you have coming up.
The point is to give your audience an opportunity to take a specific action as they’re seeing your new look. You may be surprised how many new people engage with a coordinated and effective brand campaign.
Does your brand need to be refreshed? We’re your partner to make it happen. We also won’t charge you $1 million to do it!
Simply click the button below to start with a free marketing strategy session.
All the best,
Kenny Sigler, CFRE