One of the most misunderstood words in marketing is the word "Brand". A brand isn't JUST a logo, a tagline, or a design scheme. It's all those things PLUS the story you tell the world about yourself, how key stakeholders (especially employees and volunteers) interact with the world and the feelings your work helps to create.
With that as a preamble it's useful to take a look at the video below, which features a speech from the chief marketing officer (CMO) at Southwest airlines about how the organization changed their look.
There are a lot of interesting aspects to the video but I want to highlight four things:
1. Kevin's money quote in the video "You don't want to be a commodity. We fight every day to stand out." Consider that Southwest is one of the most respected brands in the world and they still feel the need to constantly progress in order to stand out. If they feel a sense of urgency then those of us who work in the arts should also be engaged in the daily fight to stand out.
2. He mentions that one of the reasons they updated their design was out of a desire to freshen things up. Design elements progress and it's always useful to check whether the visual elements of your brand are reflective of modern design standards. Putting a fresh face on any type of organization can be helpful.
3. Notice how complete the design changes are. They think about the logo but they also think about the paint color of the planes and a lot of little things. Details matter.
4. Finally, notice how the CMO recognizes that the updated design is just ONE part of the brand. If they didn't have the other key marketing elements like the competitive prices, their fee policy and their emphasize on customer service then all the design changes would be useless.
All in all the video below is well worth your time. Hope you enjoy it.