Your brand is the most important asset your company has. It’s what people think of when they hear your name, what people feel when they see your product and what they say when they are talking about your company. Your brand is also one of the morst permanent aspects of your company. Don’t get me wrong, your brand can survive change, but it shouldn’t change often. Here are a few good reasons why you should put more time into your brand upfront instead of continually changing it down the road.

1. Brand loyalty is hard to earn and harder to earn again and again – Once you do your job of giving the customer something they want that they can depend on and a relationship they value you will earn their loyalty. Once you have that, it’s easier for them to come back and do business with you again. If you rebrand, you have to prove yourself again by starting from scratch and under higher scrutiny.

2. Re-branding loses the attention of the general public – Unless you have the resources to buy enough advertising to let the world and all of your customers know about the rebrand, you are going to lose the ones wh don’t have time to pay attention. They may be used to seeing a certain color box on the shelf or going to a certain website, and when it’s not there they might just move on to the next best thing.

3. The “almost-customers” will forget about you – There is this magic marketing tool you may have heard of called “Word Of Mouth”. This means that your current customers are happy enough to tell other people about your company, your product and/or your service. If you do something drastic like a name change all of that praise will have fallen on deaf ears. They may have heard their friends talk about “Acme Company” thousands of times but never “Acme Supreme”. If it’s not what there friends told them to buy, they have no reason to buy it.

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