Weekend Shorts: Thinking about changing your ad or logo?

You're working hard to build your brand - don't start changing key components just because you think everybody is tired of it!

by Skip Cohen

Over the years I've repeatedly seen photographers, as well as manufacturers, change their advertising because they were tired of a specific ad. 

A great ad gets dropped because the manufacturer was tired of looking at it. What everyone forgets is how many times you have to hit a consumer before they remember your ad or your product. Often there are still thousands of people out there who haven't seen the message.

Years ago there was a professional photographer who changed her logo three times over three years because, "I'm tired of it!"   Meanwhile, every time she was starting to build up brand identity and a  little momentum, she pulled the plug and essentially started over.  All because she was tired of the logo - but her fans weren't and neither were all those people who had never seen it before.

It's a great thought for those moments when you have a little down time this weekend - if you're thinking about creating a new look to your branding, seriously consider how much exposure you've given your brand to date.  Maybe it's time to make a slight change in your approach to the market, but then again, if you're doing it only because you're tired of it - remember you're not your target audience.

Illustration Credit: © OutStyle - Fotolia.com