• If It Ain’t Broke... You will likely get tired of the same message, but your customer relies on hearing it. They want to be assured over and over. And, let’s face it -they aren’t hearing the message nearly as often as you are.
• Be Flexible. Don’t try to resist change. Willingness to change is important, but do it slowly to maintain consistency. If you want to update the logo you’ve used for 15 years, hire a graphic designer to modernize it–don’t throw it out.
• Think Integrity. Being steady shows you’re reliable.
If things aren’t working it may be time to revamp your message, but this should be a last resort. Don’t under estimate the negative reactions that may come with a change in your company image.
Bottom line: Be Coca-Cola Classic, not New Coke.
When (if ever) do you think it’s time to change your brand image?