In 2012, once we opened our second location in the heart of Tulsa, we started seeing a higher-end clientele. The Family Fun brand we had started with in 2005 didn’t match us anymore, and we needed to redo our whole package. We kept the name the same, but we needed a more stoic brand that matched the promise of authenticity and craft dedication to our product. So, we changed the signage and logos, which was an excellent move for our company. We saw an immediate pop in sales, making speaking to our customers with a brand that matched the messaging much easier.
Mike Bausch, owner, Andolini’s Pizzeria
This update was not easy; it took much more effort than it probably would today. In 2012, logo design contests and sites like Upwork were not around. You had to go to a branding firm or know someone stellar on Illustrator, not a friend, but a pro. A rebrand can be as easy as a few minutes on Canva if you are so inclined.
A complete rebrand is a hard thing to pull off. New uniforms, new website, new packaging, etc, so a soft rebrand like a logo modification can be a subtle nod to the customer of evolving as a company.
Sign Rebrand
Additionally, even when you want to keep all your logos the same, I’ve noticed an interesting dynamic: a new sign on your building will immediately hit an ROI to the bottom line. It signifies to the customer that you’re vibrant and changing- an immediate ROI. Once the thing people are used to seeing looks different, they act differently.
It even works on me. There’s a restaurant across the street from mine that took the same logo and same sign but just changed the color tiles inside each neon box letter, and I felt even compelled to go and check it out. This simple sign update creates intrigue, sometimes subconsciously, sometimes overtly. Either way, I thought, I hadn’t been there in a minute; I should get lunch there, and I did.
A rebrand is rarely a wrong move. A complete overhaul can disenfranchise a customer, but an evolution always leads to top-of-mind awareness. Think of Planters, Starbucks and even Taco Bell. All these brands have done subtle updates in the last 18 months, which shows their bottom line to stay relevant. Typography and style updates happen; while I don’t seek to ride trends, I do seek never to stay stagnant.
Regarding exteriors, think of Target and Walmart; each big box store does a complete exterior rebrand every five years. At some point, outdated looks become a classic and nostalgic novelty, and it takes about 25 years to reach that point. If you don’t have enough time to wait to gain retro-vibe love, then an update is in the cards.
If you are seeking a shot of adrenaline into your bank account for 2024 and a way to connect with the customer on a subconscious level that says you care, a rebrand to the logo and or exterior is a great place to start.
Mike Bausch is the owner of Andolini’s Pizzeria in Tulsa, Oklahoma. Instagram: @mikeybausch
