In the world of branding, the fastest and easiest route to changing a look is through a Logo & Corporate Identity Makeover. It’s the expedited method of projecting a new image, and an ongoing journey of constant changes, regardless how subtle.
Here’s a look at Canada-based Domtar Paper & Pulp Company, has now evolved into a new company name and brand identity, simply called Ariva. A name that is easier to pronounce, sounds softer, more user-friendly, and best of all… is sufficiently neutral to incorporate any new business going forward. I’m sure that was the Board’s thought process driving the rebranding exercise.
Our customers’ businesses and needs are changing in ways no one could imagine a decade ago,” said Mark Ushpol, Senior Vice President of Ariva. “Our new identity reflects our recognition of these fundamental changes and our commitment to work as a unified team to deliver new products and solutions to give our customers a competitive edge. No matter where the future leads, Ariva will be there with innovative solutions to help our customers communicate, collaborate and compete more effectively.
A Logo & Corporate Identity Makeover is, however, by no means what branding is all about, and the potential it can deliver. For customers already are experiencing your company’s products & services in their very own distinctive way. The MEANING of a product & service in any customer’s mind is what SHOULD matter to any organization. And it is the MEANING that needs to be thoroughly analyzed, managed, and optimized to the company’s best interest. Such is the essence of branding and brand positioning strategy.
Logo & Corporate Identity Makeover does not come without a risk. The key is in the hands of Customers, who essentially decide “WHAT’S HOT” and “WHAT’S NOT”! Therefore, if a company changes its logo WITHOUT changing the meaning – ie. properly align and match their brand message with the positive brand experience the company WISHES customers to have – the often sizeable investment in changing merely your logo reduces to a futile and expensive exercise. An utter waste! Companies MUST ensure that the brand experience they provide remain positive, so if your product or service still shows a weakness, complaints mount, market share is lagging, your customer service department is inundated with complaint calls, stakeholders are edgy due to weak stock performance, and staff morale is at an all-time low, and staff turnover is high… a logo makeover WILL NOT bring about improvements like a magic wand!