No one cares about your new logo
This week, Warner Bros. unveiled that its popular streaming platform, Max, will be rebranded HBO Max. Sound familiar? Just two years ago the company rebranded what was then HBO Max to Max.
As a consumer-facing brand, it is important that companies like Warner Bros explain why their customers will see new naming when they log into their service. But too often, companies mistake their own excitement for a change as news. Look at Walmart’s rollout of its new logo.
For the vast majority of brands, especially B2B brands, it’s far better to focus communications like this on your customer base in a more measured way that lets your new branding do its job for you. By all means, celebrate your new logo or brand:
have your entire team update LinkedIn with your new branding at the same time
create some fun new swag and celebrate your brand
have your head of marketing drop a congratulatory note to the team on LinkedIn.
Save your big campaigns for things that directly impact your customers, partners, and prospects; they will be far more interested in what you are doing when you focus on getting their attention on what your brand is doing that directly impacts them. And if a customer, analyst or journalist happens to notice that change and want to write something about in an article or on social media, by all means, there isn’t a problem.
Take Google for example. On Monday, the company made a quiet and subtle change to it’s logo. USA Today, Fast Company and many others took note and did a detailed story speculating why the change was made that also examined the history behind the company’s branding and touting the upcoming Google I/O 2025 Developer Conference.
What I love about Google’s approach is that they had the confidence to make the change without an explanation of pomp and circumstance; and as a result, it got more positive attention that HBO. Take a page out of their book, the next time your organization is set to make a company anniversary or brand change, and ask yourself, is this really news? or is this a great opportunity for an internal celebration?
