Different people and books have different definition as to what a logo or a brand identity means to a company. The role of a logo or a brand identity is to keep the brand alive in the consumers mind.

So let’s understand when a company goes for a change in their identity:

1. Launching a brand new corporate identity to change the image of the company
2. A change in the name of the company and its values
3. Change in management and wants to propel new strategic signals
4. Acquisitions and mergers
5. Bring freshness in the design as the current identity looks obsolete
6. Diversification in business

One can quote many examples as to why companies go for a makeover. But having said that most corporate and companies want to tell the world through PR that we have changed our identity and share the vision and its new values of the company. Well it definitely sounds interesting but will it create ripples in the consumers mind? To me the answer is no. So what will work? The entire communication strategy has to be well orchestrated 360 degree effort to instill the change in name or the logo in the desired audience’s mind. PR in isolation may not create the desired impact but PR with strong mass media campaign and internal communication will work wonders for the brand. The most refreshing example which still stands tall in my mind is the launch of Axis Bank. Today we don’t see much of their campaign but Axis bank has become a familiar bank name both with their current clientele and the future prospects.

PR played a very significant role as some kind of noise was made that the Bank is going for a change in their branding and positioning initially. Finally weaved Public Relations, Direct Marketing, Internal communication etc. magnificently with the mainstream campaign to build the desired noise levels and register with the right target audience.

A word of caution. When it comes to corporate identity think 360 and don’t attempt any short cuts to accomplish your ambition. Remember you are launching the face of the brand which should be remembered for many years and help consumers connect with the brand easily.

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