3 bad reasons for changing your branding

Clients frequently come to PR pros for help developing a new logo and brand identity.

While we typically jump right in on a project, there are sometimes when we may counsel against changing a long-standing visual identity.

Here are three reasons NOT to change your brand identity:

1. “Because it’s time…” isn’t a good reason.

CEOs and clients will often say they are “tired of their logo” and ask for a fresh look. However, without supporting data, you should be skeptical. Organizations work hard to establish a familiar logo and brand identity that connects with audiences. Making a change can derail important relationships.

Before switching anything, begin first with internal analysis of your positioning and promise. Then, dive deeper into consumer attitudes. Research can help you learn how your key audiences feel about your business. The findings will reveal the best ways to enhance connections to your customers—and it may not involve a logo change.

2. Valuable brand equity is at risk.