You’ve been there before.
That moment when you grab a pile of materials to show a potential client, and then it hits: all your messaging is out of date. Then it snowballs. Actually, you don’t like the logo either. Or the website. Or the art direction.
Call it the Diderot effect, call it panic; call it what you will. It’s what happens when your brand is left to waltz into the sunset, sink into the darkness, and stay there for aeons without seeing fresh light of day. (Read more on brand upkeep here).
Next day, you call up that creative agency you checked out a few months earlier. You explain that you need new presentation materials; you don’t actually like your logo but you don’t have time to change it right now, because there’s a big trade fair coming up and…
… And if you’re on a budget, the agency talks you out of it. (Unless you have some budget to spend now, and more for later when you do it all properly).
Because a good brand is born from an inner truth. It’s not pasted on afterwards, like a bandage. And if you’ve let your brand slide a little too long, you’re better off starting at the beginning. Like getting your team together to workshop what you stand for. And how that might translate into better client service. You might then survey your clients to guide your refreshed positioning, and any related comms. (Your clients will be more impressed by this process than by any slapdash surface fix).
And only then, you and your agency might think about what those comms might look, smell, taste, sound or feel like. This, too, is a big investment.
How fast you can now achieve your refreshed logo or brand identity depends a lot on the following.
When the new creative is all done, you’ll be dying to tell the world about it. And this time, you’ll be giving them an amazing real story – not a hacked-together one lacking real depth.