Years ago, I bought a new-to-me car. When we arrived at the dealer to pick it up, they were ready. The car was spotless. Workers gave balloons to our young sons and shook hands with my husband and me. A few days later, we received a “Welcome to the Family” card in the mail, congratulating us on our auto selection and inviting us to join the fan club – complete with a tin of cookies! Surely, there could be no doubt that we made a smart purchasing decision.
Turns out, the car dealer was onto something. They understood that post-purchase dissonance, or buyer’s remorse, is real. It’s when buyers regret making a difficult decision between two or more similarly appealing alternatives, such as the purchase of a vehicle. It can happen to any of us. It happens when we make decisions too quickly, when a transaction cuts against our values, and when we worry that others may question the decision or claim to know a better alternative. No wonder auto dealers go out of their way to promote a buying decision by quite literally applauding the purchase!
At insight180, we don’t sell cars. But we often witness the fear and uncertainty our clients’ experience when having to decide among similarly appealing brand options. Most often, we see this when we are refreshing a client’s logo or brand.
In fact, deciding to refresh a brand reminds us a little of deciding to buy a car:
- When It’s Time, It’s Time: In both cases, you’re getting something new because it’s time for a change. As your life and family situation change, your vehicles need to keep up. As your company expands capabilities, enters new markets, or gains new levels of experience, your brand will become outdated and require a refresh.
- Personality Matters: Do you drive a silver Toyota Camry? You’re probably practical, safe, and mainstream. A red Tesla Model 3? You’re more likely to be tech-savvy, environmentally conscious, and young. (Or young at heart). A good brand, too, reflects the personality and values of your organization. The colors, font types, descriptions, and promises should all convey an authentic, consistent vibe and sense of what you stand for.
- Durability Counts: Cars and brands are meant to last. Not forever, but for several years or more. When choosing a car or brand, be sure it will fit your future, too.
- You Only Get One: This is the most difficult part. The closer you get to signing on the dotted line, the harder it gets. Why? Because when you make a final choice from similarly appealing options, you’re choosing to NOT select all of the other good options. And that can be hard.
We’ve seen (too) many business leaders get stuck when making that final choice. Whether it’s a fear of buyers’ remorse, a case of “analysis paralysis,” or more general anxiety, making those final decisions often get postponed and prolonged.
But making those final brand choices doesn’t need to be paralyzing. If you’ve ever bought a car, you already know what to do:
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- Notice what else is out there. Whether checking out other cars on the highway or brands on the web, start noticing what’s out there now – and what you like about the newer options.
- Assess what you have now. What do you love about the car/brand you’ve been using for years? What’s working? What’s not? Make a list so you know what to keep and what to change.
- Consult an advisor. Check with people who sell cars – or build brands – for a living. These experts can help to tease out what you’re looking for and present options for your next model.
- Go for a test drive. You do this for cars. Do it for your brand, too. When you see logo options, colors, and messaging, try them on. Imagine each of the proposed logos on your business card. On your website. On signs in your office. Test the draft messaging points. Do they sound like you? Do they convey the points you want to get across? Get feedback from others you trust to see if others are experiencing the brand elements like you are. Write down what’s working, what’s not.
- Finalize. Select. Work with your team to make any final adjustments. You may add Bluetooth connectivity and blind-spot mirrors to the car you select. Or tweak the colors or wording for your brand building blocks. Then, sign on the dotted line. That’s it! If you’ve moved through these five steps, you’ve made a sound decision that will serve you well.
We also suggest one last step:
6. Celebrate! Don’t keep your new car or brand a secret. Let others see what you’ve got! If it’s a brand, send a note to employees and colleagues letting them know why you made a change and what the new brand means to you. Start using it right away. You’ll know it’s a good fit when you see others experiencing your company and capabilities the way you knew they could.
It can be tough to know if your brand needs a refresh. If you’re wondering about yours – or if you’re sure you’re due for a refresh – let us know! We’d be happy to help! (And, hey, we might even bring a tin of cookies)!
