Revamp Your Brand

Stay ahead of the competition by tweaking your brand.

When many small businesses first start out, they don’t have a lot of time or money to put into their branding efforts. While their initial campaign might work for a while, eventually as the business grows and matures, they find they want to take a more focused approach and look to rebrand their business.

There are several different ways to go about this, according to Rob Marsh, vice president of operations for Logoworks by HP. First, there is the traditional way: a small business goes to an advertising agency or design firm. These services can generally range from $5,000 to $250,000. They have very creative people who do good work, but for most small businesses, the costs are prohibitive. In some cases, if you are a small account, you may only work with a few junior people and not really benefit from the agency’s experience. However, in other cases, you may get the personal service and the design you need.

The second option is to hire a freelance designer. There are hundreds of very good designers who don’t work for “big agencies.” They generally cost less and still provide
great design. However, the range of design you will receive is often limited to the ability
of a single designer.

Lastly, you can use a company like Logoworks. They don’t have the big agency overhead, so they don’t charge big agency prices. On the other hand, they take care of finding great designers who want to work on your project, so you don’t have to worry about the quality of work you will receive. However, Logoworks isn’t perfect for everyone. If you need a lot of hand-holding through the process, one of the other options is probably better for you.

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Reader Comments


Monday, November 17, 2008 at 9:04 PM
Ed Roach says:
Re-branding involves a whole lot more than just changing the logo. You have to determine where the brand went off course and strategize as to how to make it resonate again with your audience. if you simply change the logo you are not addressing the core issues - you are just changing it's face.

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