10 razones o motivos para cambiar la imagen corporativa de la empresa.
The corporate image of a company is not eternal: companies change, fashions change, competition squeezes, the market evolves, companies expand services and products ... or simply the image looks dated to new times and / or new ones concepts.
If the company changes, the image with which it is presented to its customers and society must also change, or it will be representing something that is no longer real. As long as it is not the interest to appear as a solera or old brand.
In this article we will see the main reasons that small and medium-sized companies have to create a new corporate image, or update the one they already have (also called RESTYLING)
In general, the reasons we present for renewing the image of the company, commerce, business or institution can be grouped into two main categories:
- Strategic reasons, planned, to take advantage of new opportunities.
- Reaction to problems already existing within the market or the company.
As you read the list of reasons, ask yourself if this may be the case for your company, and if it is convenient for you to renew your image or make a restyling to adapt the image of your company or business to new internal or external needs.
1) Change the corporate image because the company, business, institution ... is new
This is the most obvious reason: a new company that is being created, normally does not have any established image with which to present itself to its customers, so one must be sought, both for its external image, and for all office supplies such as letter paper, envelopes, posters, graphic material, business cards .... corporate material, and even merchandising.
It is a mistake to think that it is not necessary to create an image: one always has one, even if it is that of "a company that does not care about its image", therefore it is essential to have something.
The ideal time to create the new image is during the process of creating the company, before it goes out to look for customers, but when the strategy, the objectives of the company or business, as well as the customer card to customers have already been defined Those who are going to direct or focus your company, since depending on all these factors, the model to follow to fix the image will be decided.
It doesn't have to be perfect, it can be improved later; But it must be professional and appropriate to the company and the products and services it will provide to its customers, and that they are attracted and identified with the brand.
2) Change the corporate image of the company because the company has stabilized.
When creating a new company, you always have to adjust the plans to the reality of the market. It is not always possible to know in advance what activity you will be doing after a while. When stabilized and it is known what it really does, what products it markets and what segment of customers it is focused on.
This happens, the image must be renewed as soon as the company has been established. For example, an initially consumer credit management company may end up specializing in mortgages. Or a prepared food company may end up specializing in catering. So the image you must communicate may vary and the initial image no longer fits the new corporate image that you must communicate with your new products and / or services.
3) Change the corporate image of the company because it has a bad design.
In many companies, the logo is simply bad, not adequate, poorly worked .... It has been designed by someone who is not professional, someone "good hand with Photoshop"), or even drawn by the same businessman, and It doesn't just fit the image you really should give, or it simply has no image.
Bad design is the worst of all cases: a bad image is much more visible than a normal one; Clients doubt their professionalism (who trusts a company that doesn't take care of their company with whom they have a commitment (for example, a nephew who has an image?), and they may have to give a better price to get the orders. The image corporate or brand, is in many cases, the only thing that the client sees of our company before knowing us, so this image must be good.
A good image gives customers confidence, distinguishes the company from the competition, makes them remember you better, and can allow you to charge more for your products and services.
The sooner you renew your image, the better.
4) Change the corporate image of the company because it has changed its name.
There are names that do not work and should be changed, even if the company does not change activity. Boring, unpronounceable, hard to remember, too long, too generic names, initials that nobody understands ... Or it may be that customers confuse you with another company, or that they do not identify what you do. When this happens, the only solution is to change the name and reflect it in the design of the corporate image of the company.
If the company name is changed, the image must, at a minimum, be adjusted to accommodate the new name. Or you can take the opportunity to make a complete rebranding and relaunch the company. The latter being a good reason to reposition, communicate new strategies and services, or simply to influence the memory of the client and consumers.
5) Change the corporate image to change the perception of customers
Many companies renew their logo and corporate image, not because it is bad or does not fit the company, but to renew the perception of customers, suppliers, investors, and society in general. Companies want to present a kinder, innovative, technological, modern face ... Image changes generate trust in customers, as it gives an image of renewal, update, process of change and improvement ...
6) Change the corporate image of the company for a change of strategy
Companies evolve with the market, and it may happen that they change product, channel, technology, or even sector. When the company changes enough so that its image no longer represents it, or simply does not agree with the new philosophy of the companies and their products and / or services, it should be renewed.
There are two possible ways to make this change:
Make a change in a planned way, as soon as the new strategy is clear, preferably before implementing it. The development of the new image should be part of the strategic change process. And then make a presentation and an introduction in the market.
On the fly, when it is detected that customers believe that the company is engaged in something other than what it really does. It must be changed to adapt it to the new perception of the client.
7) Create new business lines
Companies create new business lines and new brands for many reasons: to introduce a new product line, to exploit a niche market, to create a second brand that competes with the main one, to attack other price bands (more expensive or cheaper), or to enter new markets. The new business unit can use the matrix image, can adapt it, or can create a completely new one. So the new designs must take into account the image of the company to re-adapt it or change it completely, depending on the objectives and interests of the company.
8) Change the corporate image of the company for its new expansion
A company can expand its field of action in many ways: by introducing new product lines, accessing new markets or new channels, attacking new customer segments, etc. If the logo and image are linked to a product, geographic region, market, channel or segment, the expansion is hindered.
It will be necessary to adjust the image to remove that limitation, redefine it completely, or risk continuing with an image that only represents part of the activity.
When the change should be made:
When a major expansion is planned and the strategy is planned. For example, when a professional services company decides to expand and provide direct service to consumers. Or when a direct sales company decides to expand and sell through distributors.
As soon as the new activity acquires sufficient importance in the whole company. For example, when a company that exports occasionally increases the volume of its exports.
9) Concentrate business lines
Many companies create independent business units or brands, for example to market different products, additional or different services, or in different channels, or in different market segments or at different prices. It may be that the diversification goes too far, that it no longer serves, or that some business line is contracted, so that the company decides to reinstate a secondary brand to the main brand. When this happens, two images have to be adapted: the one of the secondary brand, during a transition time until the clients have accepted the change of brand, and the main brand, to accept the new line. Or even adapt the two images in one.
10) Change the corporate image of the company for its new specialization
When a company has diversified too much, it can decide to focus on one part of its business and part with the rest. For example, you can leave the distributor channel and focus on direct selling. Or keep a single product line. Or focus on a niche market. Or change the type or card of customers.
If your company is in any of these cases, we can help you. We offer an online design service for logos, corporate image and brand, for small and medium-sized companies. We have developed an optimized design process that uses the Internet to eliminate the inefficiencies of the traditional process. In this way we offer a comparable design quality, at a very low cost.
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