Nowadays, many brands will gradually realize the importance of brand image planning for their own impact. And the network will often see the relevant information of brand renewal, brand image replacement, more is to hope that after brand renewal can get more space to carry out, thus helping the development of the whole brand, expand the influence of the whole brand.
Do you know why the corporate brand image needs to be updated?
Why is the brand image updated?
Personally, the renewal of brand image is mainly embodied in the following four aspects:
1. When the position of the enterprise changes, the whole strategy of the cooperative enterprise is needed to rebuild the brand image.
In fact, most enterprises will plan a new brand strategy for the brand from the beginning every few years after they have reached a certain scale. Every time a new brand image is introduced, it will add a lot of fresh vitality to the brand.
2. The current planning trend has changed. Brand image needs should be adjusted according to the trend, insisting on freshness, fashion and keeping pace with the times.
The concept of brand is relatively general to customers. Generally, it will close the gap with customers through visual forms such as LOGO, title, Slogan, auxiliary elements and so on. If a brand has been showing up in front of you for decades, do you think the brand is gloomy? In fact, the brand image is not permanent. Because of the development of society and the change of planning trend, the level and grade of customers'cognition are constantly improving. Brand image needs to be updated periodically (for a long time) in order to cater to customers'aesthetic and demand changes, so as to adhere to the brand's freshness and vitality.
3. The extensibility of LOGO brand is not good. It is necessary to plan a set of images from scratch, which can be better used in multi-dimension and can well reflect the core value and characteristics of the brand.
In many cases, a brand needs some brand elements (slogan, auxiliary graphics, standard fonts, etc.) to enrich the whole brand in addition to a basic LOGO graphics, so that the visual effect of the brand is much better than that of a single LOGO.
4. Most enterprises will choose derivative new titles as the parent brand of all their products, which can better enhance the brand communication and recognition, and help to unify their sub-brand image, and sort out the relationship between brands and products.
5. To seize the market and resist the threat of competitors;
Many competitors in the market threaten the market share of their brands to a certain extent. Therefore, to properly update the brand image, adhere to the gap with competitors, in order to protect the original brand image.
Brand image updating is always a continuous dynamic process. Opportunities and challenges, successes and failures, harmony and conflicts, prosperity and decline will be repeated. Brands will continue to compose and invent a brand history together, which itself will become a prehistory. Brand image updating does not mean that it can be planned from scratch at will. Demand depends on the actual situation of industry, market and brand itself.
Ultimately, in brand image updating, do not ask how many years do not expire, in fact, as long as you can get used to the development of the future period of time, exactly how many years after a brand is uncertain. And from the customer's point of view, it is enough to give the customers a sense of brand wholeness at different stages.
This is the reason why the brand image of the enterprise should be renewed. It is also the importance of the brand image and the importance of the brand to the enterprise. Does your brand need to be renewed?