Home | Business | Branding
Colonel Sanders, the icon of Kentucky Fried Chicken®, recently went through a makeover. Only his fourth in 50 years. Management said the move is an attempt to keep the brand relevant and to promote that KFC® was actually started by the man himself. Yes, there really is – or was – a Colonel Sanders.Changing a brand’s visual identity is a very difficult decision to make. The visual image must convey exactly what the company’s leadership wants and needs it to convey. As you look at the new image of the Colonel, you may think it doesn’t make it anymore “relevant” than it did before. In fact, you may not even recognize that the image was different since the modifications are subtle.People generally don’t like change. In fact, we’re often actively resistant to it. When you have an established business with a loyal client base, you don’t want to alienate them; but, at the same time, the business must recognize that new customers are needed to move the business forward.While it’s important to make modifications or perform a complete overhaul to your visual image, keep in mind sales guru, Brian Tracy’s comment: “You can’t achieve much more on the outside than what you have achieved and become on the inside.”It will take much more than just a nicer logo to grow your business.We’ve all been attracted to some shiny new product, bought it, then been disappointed when it didn’t perform up to our expectations. Or we’ve ordered a dessert that looked beautiful on the display cart and been disappointed when it didn’t taste as good as it looked.Yes, the visual image your company uses is an important part of your overall messaging to consumers. But for successful long term relationships to be built with customers, you must also improve the internal organization so the patrons’ experiences are consistently outstanding. You must establish a relationship so emotionally strong that, they can’t imagine another company taking your place in their life.Your next step: Consider your visual identity and compare it to the emotions you want the customer to feel. It may be time for an upgrade. If you’re not turning customers into passionate advocates for your business you’ve got lots of work ahead of you for next year.
Article Source: http://www.content.onlypunjab.com
Abiah Designs is a brand strategy / full-service marketing firm whose unique, proprietary research process creates and revitalizes brands that resonate with their target markets, leads to increased brand awareness, develops strong customer loyalty and improved market share.
Please Rate this Article
5 out of 54 out of 53 out of 52 out of 51 out of 5
Not yet Rated
