My client has been building his brand in B2B for over 5 years. The name is pretty generic and in no way implies what the company itself offers.

Recently an idea cropped up to refresh its logo. It does in fact needs some redesign as being too off-handedly and amateurishly designed does not reflect the changes the company is going through. The changes include new sophisticated technology being implemented, better customer service and effective sales force.

Now a new idea was conceived; not only to change the logo design, but the brand name proper. Why? In order to make the brand name depict what the company does.

What should they do?

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Before you change the logo and/or brand to reflect what the company is doing now, I would suggest that your client step back to see where the company is going strategically. If they want to change their logo/brand, make sure it will serve them today…and into the foreseeable future.

If there are changes, do them gradually to avoid confusion in the minds of the existing consumers. When the changes begin, it’s a natural time to explain why they are changing, mentions about products or services the existing customers may not know about, and a sneak peak about what’s coming.

You may also have your client have their customers vote for the new name/logo, depending on the relationship they have with their customers. It will create a sense of customer ownership, and will give a preview that a change may be coming.