Every year I revisit my brand and determine whether it still meshes with my goals and whether it needs a facelift. A lot of those decisions come from how I’m using the various brand elements in my marketing.
For 2010, I’ve modified my brand to what you now see on my blog. In case you’re curious, here are the details:
My previous logo was fun — I really liked it — but it wouldn’t scale well to the places I needed it to appear: It was quite tall and skinny, and the lines were very narrow, so if I wanted it to fit somewhere small, it would need to be shrunk to an imperceptible size. My new logo took the same elements — a square and an arrow (which have been common elements of my logo over the years) — and updated it. Now it is depicted as a diamond and arrow, two elements that each speak to success in some way: The diamond as an indicator of a standard and the arrow as an indicator of a positive direction. As well, the diamond is a loose reference to my Business Diamond Framework™, a strategy tool I developed that is gaining prominence in my work. Together, the diamond and arrow look like the nib of an old fashioned pen and like a wrench; both “pictures” hint at the work I do: I write and I work on businesses.
My previous color choices were very light and I couldn’t use all of the matching hues. These colors are darker and bolder, they have been intentionally selected so that I can use all of the matching hues in various situations. It also allowed me to switch to a white background on my blog, giving more contrast and making the content more readable than when it was against the light gray background that I used previously.
My name was switched to a serif font (Georgia) because it matches the font on my site. I like the “Business writer and strategist” label and have kept that. I think it still reflects what I do. It changed about a year or two ago; previously it was “freelance writer”, which is close to what I do but doesn’t quite position me the way I want to be positioned. I also like the balance between the serif and sans serif font. One says traditional and trustworthy; the other says new and fresh.
Changing a brand does run the risk of causing it to lose its effectiveness. However, it’s also important to revisit your brand from time to time and make sure that it still reflects you. I try to do this intentionally every year (with minor modifications here and there as needed).