A few weeks ago I couldn’t find my normal brand of muesli at the supermarket and had just grabbed a different brand to try when my wife pointed out that it was still there. The packaging had just been changed from a plastic packet to a cardboard box. Something so simple made it invisible to me.
Your logo and packaging are the most obvious parts of your brand. Advertising, messages and your underlying values and mission are less obvious but just as important.
When you change your brand radically people can stop buying your service. The old advice is to keep the visual devices substantially unchanged. Incremental updates are find, but don’t be radical no matter how tempted you are.
Revamp your brand through the quality, price or service. Try advertising more. Try expanding to new geographic territories. Try online sales. Try anything you can think of to increase sales – but, whatever you do don’t mess with your brand.
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