Don’t Fix Something That Isn’t Broken
Take a look at the history of your favorite brand. Chances are, the logo and branding look different now than it did when the company first started. Most companies change their branding slowly as the years pass to better embrace the feel of the business and better relate to the target audience. A total rebranding is sometimes necessary for a business and some just need subtle changes to naturally evolve. But some, only a small handful, are so powerful that they need no changing at all.
Brands go much farther than just the logo, but logos are generally what people see and relate to…and notice when it’s different. However, if you create a logo that’s timeless and classic, it’ll never go out of style.
Take a look at the Dallas Cowboys’ logo: the blue star that represents the Lone Star State. It originally was a solid shape but in 1964, a white line and blue border was added to make it stand out a bit. The logo has remained the same since.
According to Forbes, the Dallas Cowboys are now worth $2.1 billion, more than any sports team on the planet, save Manchester United. Cowboys generated $500 million in total revenue, a record for an American sports team, and posted operating income (earnings before interest, taxes, depreciation and amortization) of $227 million, $108 million more than any other football team and more than either the entire National Basketball Association or National Hockey League.
So what does that mean to you (and to us as a marketing company)? It means that with the right branding from the start, a business has the opportunity to make an impact with a brand nationwide. And with the right marketing behind that branded logo, you’ll never have to change.
Next time you’re watching The Boys play, take a look at their “Lone Star” and think about how that simple logo is recognized around the world. Of course, the Dallas Cowboys Cheerleaders (also a brand for the Dallas Cowboys) doesn’t hurt, either!Tags: audience, branding, business, logo, marketing, rebranding