I’ve been asked by a lot of our clients recently, “Will a rebrand hurt our corporate image?” It’s an interesting question. After all, it seems like for years, we as marketers had to convince the powers that be within our organizations to worry about things like website layouts, logos and company slogans. We finally won and, as a result, many of us vowed we would never go down that rocky path again. But now suddenly we are realizing that oftentimes as our brands pivot in terms of strategic direction and positioning, our branding efforts have to shift as well. And sometimes a corporate rebrand is necessary.
So my answer to you is, “No, a rebrand will not hurt your corporate image… so long as you do it right.”