Getting your branding right
Petco changed its corporate logo, removing the blue cat and red dog. Consumers went ballistic. One said, “Your new logo is cold and lifeless.”
The brand responded, “Ruff (dog) and Mews (cat) are here to stay,” but is standing by its new logo. Right or wrong?
What’s astounding is that this major retailer did not appear to widely test its new brand identity with consumers before introducing it.
That’s why it’s important to remember to double check that EVERYTHING about your brand, from the logo to the words that are used to differentiate it is well-received before you go public.
Here’s my best advice:
📌Audit your existing content for words and phrases that you’ve used; How have audiences responded to it? is it recognizable and does it align with your brand values?
📌Test all messaging with employees and focus groups or surveys to see how planned changes to your company’s graphic identity and descriptive copy “lands” among those who favor your brand.
📌Based on feedback to the above, be prepared to make adjustments and changes if necessary.
📌Do a Google search and check brand language for double meanings or political/cultural implications.
Which brands have gotten their branding right or wrong?