Marketing Lessons From Changing The Look and Feel Of A Brand

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Changing the look and feel of the packaging of your brand can be a good idea to grow your business.

These changes often involve updates or alterations to the actual product or service offering such as adding new features or attributes.

However sometimes it does not always gain the response you expect from your customers.

In the USA with Today and Good Morning America and we have two main morning television shows called Sunrise and Today.

The two programs had similarities, however one difference was the relaxed feel and look of Sunrise and they also promoted the viewers as part of the Sunrise family.

On Monday Sunrise launched the new look with a new set, segments, website. They ran promos leading up to the changes throughout January and raised expectations amongst their loyal viewers.

Two key changes were:

Before

• The men wore open next shirts with their suits
• The news and sports presenters sat at the desk with the hosts

After

• The men now wear suits and ties
• The news and sports presenters stand to present

It seemed in one swoop and probably many dollars spent, the show went from friendly and relaxed to appearing to be more formal, judging  by some of the email comments on their website.

It is not always easy when you make changes to a brand and here are a few marketing lessons gained from watching these changes:

• Get input from your loyal customers and see what is important to them before you change
• Change is not always for the better if you lose your key difference to your competitors
• Sometimes it is better to make incremental changes and get feedback along the way
• The changes can alter your brand’s personality and not for the better
• Don’t copy others without thinking it through first
• Ensure any changes are consistent with your brand positioning
• Work out what you want to achieve with any change to your brand

It is tempting to think if you changed the look, feel, even the features and attributes of your brands that you will automatically reap benefits and sales will increase.

Unfortunately many times it does not.

By involving your key customers early and this can include past customers you might just find only a few tweaks are needed to make all the difference.