To succeed, brands, like politicians, need name recognition, and they must inspire confidence, passion, loyalty. Companies have customers, not constituents, but consumers vote for Brand A over Brand B, or vice versa, every day when shopping for products or services, so your brand needs to register with new and repeat buyers alike.

1. 5 Reasons Your Brand
is a Candidate for Change
EVERY FOUR
YEARS, ELECT
TO REBRAND

2. To succeed, brands, like politicians, need name recognition, and they
must inspire confidence, passion, loyalty. Companies have customers, not
constituents, but consumers vote for Brand A over Brand B, or vice versa,
every day when shopping for products or services, so your brand needs to
register with new and repeat buyers alike. Your needs change, your views
shift, too, so every four years evaluate the direction of your brand and either
reset the course or simply veer slightly. Below are reasons your brand is a
candidate for change >>>

3. Rebranding can inflate flat sales by pumping vitality into your business.
An injection of imagination — retooling your logo, your image — can be the
shot of adrenaline that re-energizes your company
SORRY, BUT YOUR BRAND
MAY BE TOO BLAND

4. Companies outgrow their brand — sometimes faster than kids outgrow their
clothes. If you began making widgets but now you produce widgets, gadgets,
whatchamacallits (and, coming soon: thingamajigs!), it’s time to introduce the
brand-new you to a multitude of potential customers and clients.
YOUR OLD BRAND
NO LONGER FITS

5. Yes, consumers love you on your home field of expertise, but away customers
probably require a different pitch to step up to your product or service and
abandon their local team of professionals.
YOU WISH TO EXPAND
YOUR MARKET TERRITORY

6. Rebranding can help restock your customer base, acquaint new neighbors,
another generation with you and your company. It’s that thoughtful gesture,
that friendly wave that expresses, “Hello, welcome, and I’m here when
you need me.”
NEXT CUSTOMER, PLEASE

7. The way feeding pennies, nickels, dimes, and quarters into a money machine
converts germy coins into real cash, investing in rebranding can enrich your
business. Replanting seeds in people’s minds every four years (or sooner,
if necessary) can help your company and cash flow grow.
CHANGE HAS VALUE

8. Rebranding can be as dramatic as a face-lift or as uncomplicated as a
touch-up (still an effective enhancement), but remember: even minor
embellishments should have purpose. The improvement can be as
straightforward as a paint job — switching colors, altering collateral fonts, or
modifying your logo. Most important, be on trend, and be certain to visually
articulate the direction of your company or product to every customer or
client. Or as the candidates say, “Stay on message!”

9. CONTACT
Owner/Creative Director Kenneth Cooke of K.Cooke Designs,
Atlanta-based branding and design company. Ken has worked
with clients such as Life&Style, Jaguar/Land Rover,
Children’s Healthcare of Atlanta, ’wichcraft and Sony BMG.
Kenneth Cooke
Kenneth@kcookedesigns.com
551-580-0046
www.kcookedesigns.com