Random Marketing Thoughts: Changing Branding or Identity?

 How much effort does it take a company to change their branding once they are already known to a wide audience? There has to be a concise and economical evaluation before a company considers to take a huge step like changing their branding or identity. Branding is a very important part of business and can reflect the personality of the firm it represents. The branding speaks to the audience that it presents itself to. If a company has already been established, consumer perceptions will definitely change. I mean, if a company changes the color scheme of the logo, consumers form different options of the new branding. Things affecting the consumer with new color schemes might be culture, personal experiences related to the colors, environmental means of the colors, and other issues of such.

So to answer my original question, what would make a company decide to go through the process of changing their identity or branding? I believe the answer to be simple. The business believes the branding/identity change will add value to their business. In some instances, it might be that they are trying to reach a new market or even reinvent themselves to the consumers they already hold. The identity or branding of a business should match the vision of the firm and the vision of the firm should be the reality of the business.