A brand refresh is an essential part of a CMOs toolkit. As a business evolves, it often becomes advantageous to adapt its logo, slogan or color scheme to appeal to new customers or markets.
Take Google, for example.
Google has changed its logo eight times since its founding.
As you can see, the logo today is light-years away from where it started.
This sort of rebranding effort has been a vital part of Google’s marketing, as it has allowed the company to adapt its image to keep pace with its evolving mission, and the public’s changing tastes.
Continual editing has helped the logo become the icon that it is today.
Despite the obvious benefits of rebranding, a typical company’s marketing department would not have the tools to effect change so quickly.
Firstly, it would struggle to have a simultaneous global rollout of the new brand.
It would also struggle to make the old branding disappear.
Companies would accumulate huge caches of different generations of marketing materials that globally would take years to eradicate.
Not only does this make your company look disorganized and unprofessional, but it also ruins the effect that the rebranding was supposed to achieve.
And the case of big companies like Google, once all the old materials have finally been disposed of, a new rebranding effort forcing the marketing team to start the whole process again.
A good global print management solution can solve all of this.
Firstly, it would let you order small quantities of marketing material, so you don’t build up stockpiles of papers that last for months or years.
A centralized management system also allows you to prevent accidental over-ordering, by letting you track who in the company is ordering what.
This saves you money and also gives you the flexibility to adapt and grow your brand as circumstances demand.
A good solution can also allow marketing teams across the world to access new designs simultaneously, making it easier to implement rebranding efforts in all a company’s offices.
Don’t let small details get in the way of big changes that will help your business achieve its goals.