Did you notice the flurry of internet chatter about the Walmart rebrand earlier this year? If not, here’s the gist of it.
Walmart, the 648 billion dollar gorilla in the retail industry, announced that they have begun a year-long brand refresh that includes modifying their logo and icon.
At first glance, the changes appear minor, amounting to a slight change to the typeface and seemingly not much else. So why the fuss? It’s the price tag that gets most commentators a little riled up: a cool $1.25 million (unofficially). According to the Walmart press release, the refresh will update the wordmark, the yellow star icon, their trademark blue and other graphic elements as well as introduce enhancements to the experience in digital channels and refreshed store facades. As a small business owner, it may be hard to justify an expense like that for a little ‘brand refresh’. We get that. It can be difficult to make the case and measure the ROI of the effort. However, the Walmart refresh shines a spotlight on 3 good reasons to focus on your brand presence.
1) Strategic Business Changes and Growing with Your Customers
“We’re more modern, more digital—we say that ‘we’re people led, and tech-powered,’” says William White, CMO at Walmart. “And the changes we’re making here are in service of how we’ve evolved our business and offerings to our customers.”
As your business grows, the products and services you offer, how you do business, and who you serve may change. For example, a landscape company may add snow removal or outdoor architectural design to their services. Strategic changes like these are a good opportunity to audit your brand visuals and messaging to ensure they align with your current business objectives and appeal to new customers who may be in a different demographic.
A long-established business may not experience significant changes in the products and services offered, but the customers and the culture around them will. It’s difficult, if not impossible, to control that change, but it is possible to adapt to it. Take a note from Walmart and actively learn how your customers’ preferences evolve and grow with them. This ensures that you’re providing a level of service they will love and help improve your processes and systems. This growth is far easier to implement and accept when you are clear about what your brand stands for and the core values you hold to.
2) Maintain (or regain) a Consistent Brand Identity
“One thing you might be noting is that we, perhaps, have been a little inconsistent in deploying all of our brand assets,” says White. “In the process of creating a new design system, we are trying to put much more thought and care into how they get deployed and used.”
You may not employ 2.1 million associates worldwide and maintain a consistent look and feel across 10,500 stores in 19 countries as Walmart does. But even for a company of 5 – 10 people consistent messaging and visual consistency are important to present a professional, relevant brand to your consumers. People are more design-conscious than ever before and tend to judge the quality of your business by the look and feel of your brand. Over time as you produce graphics, flyers, vehicle wraps, and write content for ads or brochures, inconsistencies in color, type, or voice and tone can creep in. They may not be noticeable at first but eventually, as with Walmart, you could end up with many shades of your trademark color, image styles, and differences in other elements that help build familiarity with your brand. An audit of existing branding can quickly identify inconsistencies that could cause confusion or simply look like mistakes.
Another factor to consider is how the shift to digital communication channels, products, and customer service means that businesses (even those rooted in the ‘real world’) must adopt a brand system that works across devices and contexts. Your logo will have to fit a different space on social media than it does in print or at a large scale on a sign. It’s a good idea to check that your brand graphics, particularly your logo, look great and represent you well in all instances.
3) Build on Your Brand Legacy While Introducing Something New
“This update, rooted in the legacy of our founder, Sam Walton, demonstrates our evolving capabilities and longstanding commitment to serve our customers of today and tomorrow,” said William White, senior vice president and Chief Marketing Officer, Walmart U.S. “While the look and feel of our brand is more contemporary, our refreshed brand identity reflects Walmart’s enduring commitment to both Sam’s principles and serving our customers however they need us. As our customers evolve, we will too. Our Walmart will always be their Walmart, and our brand will always be a testament to how we innovate and change alongside them.”
Considering the online commotion caused by the recent Jaguar update or the older Tropicana rebrand attempt, we can learn a thing or two from past rebrands that were not received well by the public. A rebrand or refresh doesn’t have to be a big change to the logo or core brand elements. Maybe a subtle but meaningful change is the best way to celebrate your legacy and move into the future. The longer you are in business, the more people become attached to your brand. The more attached they are (which is a good thing) the less you can control what it means to your customers. You may not have a global following, but the people you serve have chosen to do business with you. To some extent, they have become attached to part of your story, how you make them feel, or some other intangible element of the messages you use to engage with your customers.
This means you don’t have to be a multi-million-dollar corporation to build a meaningful brand presence that resonates with your customers. What it takes is a considerate, consistent application of your core brand elements – art and copy – over time in relevant contexts. The result is a deep familiarity with and loyalty to your business and brand. If your brand needs a refresh or you’re just getting started take the time to consider how you want to present yourself to your market and build a brand people notice.
