You’ve spent years building your brand. Now, in a burst of creative energy, your team has crafted what they believe is the perfect refresh. It’s modern, it’s sleek, and it captures your company’s evolving vision. But before you rush to unveil your shiny new trademark to the world, consider this: What if your customers hate it?

It happens more often than you might think. Companies, caught up in their own enthusiasm, roll out dramatic rebrands only to face immediate backlash. Remember Gap’s logo fiasco in 2010? Or Tropicana’s packaging disaster in 2009? These weren’t small businesses; they were industry giants with extensive marketing teams. Yet they still missed the mark.

The good news? Much of this pain could have been avoided with one simple step: market research.

Here’s why testing your trademark changes is crucial:

1. Uncover Hidden Associations: Your new logo might inadvertently remind consumers of something negative or completely off-brand.
   
2. Gauge Emotional Response: Brands evoke feelings. Make sure your new look triggers the right ones.
   
3. Measure Recognition: Will loyal customers still instantly identify your product on a crowded shelf?
   
4. Assess Clarity: Does your new trademark effectively communicate what your business does?

Even if you’re not a Fortune 500 company, simple focus groups or online surveys can provide invaluable insights. A small investment in research can save you from costly mistakes and preserve the brand equity you’ve worked so hard to build.

Remember, your trademark is more than just a logo or a name. It’s the face of your brand’s promise to your customers. Make sure it’s a face they want to see.

Before you overhaul your trademark, let’s talk about how to test it effectively. Call us today at (888) 666-0062 or click here to schedule your initial Discovery and Strategy Session online. We’ll help ensure your rebrand is a triumph, not a travesty.

DISCLAIMER: The information contained in this article is for informational purposes only and is not legal advice or a substitute for obtaining legal advice from an attorney.