Should you ever scrap a brand and just start again?
Graphic Design

Should you ever scrap a brand and just start again?

Sometimes the more common rebranding strategies of incremental change or reawakening brand heritage just aren’t working, and you need to switch up your design thinking and considering starting again from scratch. In this case, you can treat the client almost like a startup. But how do you know when you’ve reached that point? And what should you do about it once you make the decision to scrap an old brand and start again? We spoke to three creative pros to find their tips for starting afresh. 01. Know when to let go Richard Buchanan of The Clearing uses two main measures to decide when to start again: saliency, or the ‘meaning’ associated with a brand, which can be both positive and negative; and awareness. “When the saliency is negative and unhelpful, and your awareness is really low, you go: you have fundamentally pissed people off and they don’t particularly like you,” he reasons. “Then what’s the point in hanging onto it?” Chris Moody of Wolff Olins agrees that it usually takes some kind of fundamental brand crisis, or some kind of major organisational change, like a merger, for a brand to start again. “This is a shame, because you […]

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