As someone that works in branding and positioning-this is going to sound insane-but you shouldn't care that much about your name or your logo in the beginning. Not because it doesn't matter, it absolutely does. 

But your company will evolve over time, consumer tastes will change. Your tastes will change. And at some point every company has to re-brand. 2019 may become the year of the rebrand. So don't worry about getting it completely right the first time. 

We've seen a couple major tech re-brands in the last week.

Your Brand Will Change

Today, Slidely rebranded as Promo.com. The visual creation platform launced a B2B video creation service called Promo in 2016. As the popularity of the service grew, Promo became the standout brand. Three years later, the company secured the domain and it's now the name of the company. 

This proves that your business can and will change and a pivot is always necessary, especially when one name resonates more. 

"As our vision and plans evolved and crystallized, we naturally became even more aligned with the goals of the businesses we serve. They're not here to edit a video, they are here to promote something," said Tom More, CEO, and Founder. "After all, that's why they spend time on Promo, or manage accounts on Facebook or Instagram for that matter-they are really trying to promote a business, product or idea."

Change is the only constant in branding. No company can sustain 100 years, let alone, ten without adapting and redefining their purpose. By all means don't go chasing shiny objects but when the core of what you do and what your customers expect changes, be ready to provide an updated solution.

Your Logo Will Change

Last week, Slack announced a new logo. And sure, for the first 24 hours, the Internet mourned the loss of a hashtag symbol it had grown to know very well.

But when Slack made that logo they were a small, up-and-comer. Now they are a giant company with different giant company needs. The new logo has a very tangible purpose. 

The first logo used 11 different colors and had to be tilted at a perfect 18 degrees. That left a lot of opportunities to get things wrong. Which, when you're aspirational, isn't a concern. When you grow and have a lot of branding work to do, multiple partners that use your logo, you can see where that becomes an issue.

Hence, the re-brand. Not because it was a bad logo but because it was inefficient. At first we fear change, like Clint Eastwood in any Clint Eastwood movie, but that doesn't last long. Uber and Instagram changed their logos. And for a couple days no one liked it. And then we went on with our lives still using Uber and Instagram. 

The same will be true for Slack. 

Knowing all of this now, that you'll have to make changes as you go, don't let the name or the logo slow you down in creating something. Your business look, feel and concept doesn't have to be perfect from day one. It's a process. Trust the process. 

Published on: Jan 23, 2019
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