UPDATING YOUR CORORATE IDENTITY
Does your corporate identity need a makeover?

Deciding whether to modify or completely change your corporate identity is not a decision to be taken lightly. Often customers build an "emotional attachment" to your business and a new look could alienate them.

This said, there are some reasons why you might want to update or completely redesign your corporate identity.

These include:

• Your existing identity looks tired and outdated
  
• Your identity no longer reflects the values, products and/or services of your business
  
• There is a change of business ownership and/or merger
  
• There is a significant change of business direction - you wish to position your company in a new market
  
• Your business has outgrown its existing identityIf you decide to proceed with an identity change, make sure you do some homework. List what is and what isn't working with your current identity.

It's also worth re-visiting your competitiors and jotting down what you like and don't like about their logo and identity colors.

Elements of your Corporate Identity:

Your logo
Does it effectively represent your business? Is it dated in its appearance? Is it distinctive and eye-catching?

Your business card
Are your logo and contact information professionally presented? Are you satisfied with the quality of the cardstock and the printing?

Your stationery
Are your written correspondences consistent in their appearance? Do you have letterhead with coordinating envelops? Do you have a convenient way to mail reminders or notices to customers?

Your promotional materials
Do you have brochures, flyers or other materials that you can distribute to potential customers? Are they professional in their appearance? Are they current? Is the flexibility of self-mailers of interest?

Your web site
Do you have a web site? What would you like your web site to accomplish? Is your site attractive and easy to navigate? Are you interested in e-commerce or database-driven content? Is your site in need of an upgrade?