If you’ve been anywhere near a television lately, you’ve likely seen Microsoft’s newly minted commercial for Windows 8 — their latest operating system launching on October 26th. This new ad is a departure from their usual advertising spots in that it is, well, really good. See for yourself:
It’s no secret that Microsoft has struggled to hit the right note with its advertising over the years. If you need your memory refreshed about this, check out Gizmodo’s homage to Microsoft’s 9 All-Time Worst Ads. Now, if you think the fact that most of those ads are dated makes this an unfair comparison, direct your attention to this marketing gem from the launch of their more recent operating system, Windows 7:
It’s no coincidence that this new Windows 8 commercial comes on the heels of the August 23rd unveiling of Microsoft’s new logo. As is explained on Microsoft’s official blog, this is the first redesign of the company’s logo in 25 years. For those keeping score, that means the last logo was created in 1987.
So, in a very smart move on Microsoft’s part, the company is bringing their look up to date on the eve of the launch of a slew of new and revolutionary products that simply would not be well served by their previous branding. From the blog:
“From Windows 8 to Windows Phone 8 to Xbox services to the next version of Office, you will see a common look and feel across these products providing a familiar and seamless experience on PCs, phones, tablets and TVs. This wave of new releases is not only a reimagining of our most popular products, but also represents a new era for Microsoft, so our logo should evolve to visually accentuate this new beginning.”
So what lesson should a small business owner take away from all this? While it’s important to establish your brand so that it is recognizable to consumers, it’s also crucial that you remain flexible and willing to make changes if your current direction is not working. Need inspiration? Check out Business Insiders’ list of incredibly successful re-branding campaigns.
There are a number of reasons why it might be time to look at your branding with fresh eyes. Maybe you’re about to launch a revolutionary product like Microsoft, or perhaps you feel like the image that was so cutting edge when you started has become a bit dated. Whatever the reason, be sure to put in a lot of thought and come up with something you can grow with over the years. Ready to get started? Here are 8 tips for refreshing your brand.
Have you ever undertaken a re-branding of your company? We’d love to hear about it!