Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

How to Approach Your Next Redesign with Your Audience in Mind

How to Approach Your Next Redesign with Your Audience in Mind Blog Feature

Carolyn Edgecomb

Talent & Office Manager, 7+ Years of Logistics and New Hire Management

September 9th, 2013 min read

 

How to Approach Your Next RedesignChange! What comes to your mind when you hear that word? Often times it can mean something that's empowering or it could be something that turns your audience against you.


The impact of change plays a big part in inbound marketing, especially for those brands considering a logo or website redesign.


The outcome can feel like a dark cloud looming above you. Your audience will either love it or hate it.


One thing you might have noticed is that people don't take kindly to change, unless you do it the right way.


You might be thinking, well what's the right way? That's a really good question.


Many brands make the decision to redesign their website or logo to better align their image with their goals. But are they taking into consideration the opinions and impact that change will have on their audience? Unfortunately, they aren't. This notion was made clear when Gap made the decision to redesign their logo and again when Yahoo! unveiled their logo on September 4th.


Here's some tips on how you should go about redesigning your logo or website.


Redesign the Right Way


The whole idea behind your redesign should be to preserve your brand image in the eyes of your audience. Unfortunately, that's not always the case. Many companies implement a redesign without considering how their audience feels about their brand.


When your audience thinks of XYZ Company, what comes to their mind? What elements of your brand triggers a response? Your logo is a major element of your brands image. It's how many people recognize your brand.


logos-quiz-game


People love the popular Logos Quiz Game that was available on Apple's App Store. The game had more than 30,000,000 downloads. If you've never played the game you're missing out. Even with elements missing, your audience is able to associate a certain shape or feature to your logo.


When designing your website or logo are keeping the essential feel and message consistent?


Keep Your Audience Engaged and Informed


When designing your website or logo there is one element that is critically important; that's keeping your audience engaged. Are you including them in the process? Keeping them up-to-date?


You have a relationship with your audience and it's built on trust and communication.


Don't throw change in their lap and expect them to accept it. That's exactly what happened with Gap. People hated Gap's new logo so much that four days after it was unveiled, the company went back to their old logo.


Gap-Logos


According to Brand Channel, Gap's President Marka Hansen, made the following comment, "We’ve learned a lot in this process. And we are clear that we did not go about this in the right way. We recognize that we missed the opportunity to engage with the online community. This wasn’t the right project at the right time for crowd sourcing. There may be a time to evolve our logo, but if and when that time comes, we’ll handle it in a different way."


It might never be the right time if your not communicating the changes to your audience.


Now a little more about Yahoo! You've most likely heard about the change that occurred. For the entire month of August, the company released a new version of their logo every day.



So, what happened?  They wanted to make a change but did they really? If you asked me and hundreds of other people, you might get the same response. Is there any real difference between the old and new logo? Here's a look:



For those of you that spend a significant portion of your day scouring the Internet, you probably already know that Twitter has been your source for information and opinions about the Yahoo! logo change. People have been calling it "fugly" and one person even stated, "a bad logo is all it took for Yahoo! to make everyone talk about it." We'll see what happens within the next few weeks or so. Will they go back to their old logo or will they begin the process all over again?


Now that you know what you shouldn't do, take a look at Litchfield Builders. They're using their Facebook page to introduce the changes they're implementing and keeping them informed.


 




I don't know about you, but they've got be excited to see the unveiling of their new website. I'm sitting on the edge of my seat with anticipation.


They didn't flip the switch one day and implement their new website. They're using social media to keep their audience informed and engaged. With all of those fabulous posts, who wouldn't be excited?


 




Your audience and customers play an integral part in the redesign process. If you don't think so, you're wrong. When making any changes you want to ensure that you're maintaining the core elements and principles that made your audience fall in love with you in the first place.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE