As a company that recently rebranded, the process of branding feels fresh and familiar. Currently, some of our clients are also launching rebranded messaging and missions for 2020.
Although the results look straightforward and simple, the decisions required along the way can be overwhelming.
One area of branding that our clients have struggled with is color. For that reason, we’re taking a look at the recent announcement regarding Pantone’s 2020 Color of the Year to explore what it might offer your brand.
Does Classic Blue capture the essence of your business? Does color really matter to your brand?
Somehow, the other day, I found myself in front of a TV, instead of a laptop, screen. I can’t now – even as I sit here back in front of the said laptop screen – remember what I was watching or how I thought I had the room in my to-do list to park it and zone out. Now, I’m going to say that I was catching the headlines and keeping up with current events. But, in all likelihood, I was rewatching Clark Griswold struggle to get his “exterior illumination” on.
What I can confirm watching – for the gazillionth time – was a commercial. A specific commercial that made me stop and actually wonder how many times I had seen it and what makes Hershey’s apparently immune from the pressure to crank out new content on a regular, but seemingly never fast enough, basis.
Rebranding is a concern shared by both fledgling and long-standing business owners. When and why to rebrand are consistently popular questions, regarding emerging and established brands. The steps involved in rebranding a business are really no different than any other kind of makeover. You simply evaluate what you’re working with and imagine how to make those materials better.
Waypoint Writing recently rebranded, after a mere eight months of existence. Founded in March 2017, the Waypoint Writing logo, colors, website, and marketing materials were completely redesigned as part of a total rebranding strategy in November 2017.
…would begin with content so fresh and intriguing that you would pause mid-click, settle in your seat, adjust your glasses, tell yourself to ignore your cell phone’s dinging, tell your partner to come check this site out, and click and scroll with excitement, marveling that you’d indeed dreamed exactly the same approach but website development is just not your specialty. Your interest piques. You click on each tab, and you think Man, this is exactly how my business needs to be presented, too, to be capable of startling and moving a person.
As new business owners, we eagerly awaited the arrival of our official logo from our designer the way some people hold their breath over a gender reveal. In the throes of moving from one apartment to another, I kept my phone on me waiting for Jenn to text with the good news. Maneuvering around boxes, I clicked her text, inhaled, and finally laid eyes on our logo for the first time. I loved it. Just loved it. It was impactful – black and white – and represented our name, Waypoint Writing, perfectly. There it was – a cast iron pan, handle facing skyward, with an ink quill facing outward in the center. Pan. Pen. Done.