Quand l’image d’une entreprise semble être en décalage avec l’évolution de sa ou de ses marques, de son secteur d’activités et de sa clientèle, c’est que le temps de la rafraîchir est peut-être venu.
Prendre la décision de rafraîchir l’image de marque de son entreprise est une question délicate. Pourquoi devrait-on se renouveler ou faire évoluer son image et son identité visuelle? Comment doit-on opérer ce changement? Imaginez que vous vendez des téléphones. Vous vous positionnez comme étant une entreprise hautement technologique, mais votre logo, élément fondateur de votre identité visuelle, est un modèle de téléphone qui date des années cinquante.
Une entreprise n’existe pas seule. Elle offre des produits ou des services, elle s’inscrit dans un secteur d’activités et elle s’adresse à une clientèle cible. Les technologies, les connaissances et les valeurs évoluent dans le temps. Les consommateurs, clients ou utilisateurs de service changent. Il est donc tout naturel que les marques suivent leur évolution et qu’elles s’adaptent à ceux ou celles à qui elles s’adressent.
Dans une stratégie d’entreprise, il y a différents objectifs à atteindre, dont des objectifs de notoriété et d’image. Une fois qu’on a atteint une certaine notoriété, il faut s’assurer que l’image plait, qu’elle correspond à ce que les consommateurs s’attendent et que l’entreprise et son personnel ont une bonne réputation. Dans une ère où la technologie est omniprésente, continuer d’utiliser l'image d’un téléphone datant des années cinquante ou soixante en guise de logo, par exemple, risque moins de plaire et d'inspirer confiance et risque de faire diminuer l'intérêt pour la marque qu'une image plus moderne et plus dynamique.
De façon générale, les gens aiment le changement, tout en recherchant la stabilité. Ça peut paraître contradictoire, mais en réalité, ça signifie simplement que l’on aime le changement, sans perdre ses repères. Prenons les grandes marques comme Apple, Nike, Audi ou IBM. Ces marques n’ont jamais été figées dans le temps. Elles ne sont pas restées prisonnières de leur passé. Elles ont permis à leur image d’évoluer, de s’adapter et de s’imprégner des nouvelles valeurs des consommateurs.
Leur logotype a évolué dans le temps sans subir une modification drastique, de sorte que leurs clients s’y retrouvent toujours, mais l’image est rafraîchie, plus jeune, plus en concordance avec l’évolution du marché, de ses produits ou de ses services. La meilleure des stratégies de communication aura donc du mal à atteindre ses objectifs si l’image ne correspond pas aux valeurs de l’entreprise et de sa clientèle et qu’elle n’a pas un positionnement au sein d’un marché précis.
Avant d’opérer un changement d’image, on doit donc pouvoir répondre à des questions bien précises : quelle est la situation actuelle? Est-ce que mon image reflète l’évolution de la marque et est-ce qu’elle correspond aux attentes et aux valeurs de ma clientèle? Est-elle un frein à l’évolution de l’entreprise? Que vise-t-on ou quelle image veut-on continuer à véhiculer. Comment fera-t-on pour y arriver? L’opération ne peut être ni spontanée ni émotive. Même si globalement c’est le logo qui subira le changement le plus visible, ce n’est pas le seul aspect de l’opération qui sera considéré.
Un plan d’action réfléchi et bien exécuté ainsi qu’un axe de communication bien défini seront nécessaires. Il faudra renouveler les messages de communication, repenser les canaux de communication, si nécessaire, et s’attaquer à la nouvelle identité visuelle qui passe souvent par la retouche du logo. Le logo rajeuni sera décliné sur les différents supports de communication, selon les besoins. En gros, ce qu’il faut retenir, c’est que dans l’ensemble l’opération devra permettre à l’entreprise de s’actualiser et d’affirmer sa capacité à évoluer, sans déstabiliser sa clientèle cible et sans dénaturer sa marque.
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