Your landscaping company may have better people, better equipment, bigger projects, and better customers than it did 15 years ago, but does your brand still look like the company you used to be?

In this episode, Chad Diller talks with designer and brand leader Ben Richardson about when an established green industry company should consider updating its visual identity. They discuss why owners hold onto outdated logos, what makes a brand feel dated, and why a rebrand doesn't have to mean replacing every truck wrap, uniform, sign, and marketing asset overnight.

Ben and Chad also break down the branding process behind Salt & Soil Garden Company and explain how thoughtful decisions around color, typography, iconography, audience, and company personality can create a brand that better reflects where a business is headed.

Key discussion points:

  • Why successful companies often outgrow their original visual identity

  • How branding becomes more important as a company scales

  • Common green industry branding clichés and design mistakes

  • Why your logo shouldn't have to explain every service you offer

  • The importance of understanding your audience before designing anything

  • How Salt & Soil used a flamingo, pink color palette, and subtle landscape elements to stand apart

  • The three core elements you can evolve: logo/icon, typography, and color

  • How to phase a rebrand instead of replacing everything at once

  • Why digital assets are often the easiest place to begin

  • How employees and outside perspectives can improve the rebranding process

  • Why simplicity matters when a logo needs to work on trucks, apparel, embroidery, websites, and more

Chapters

0:00 Intro
1:20 Meet Ben Richardson
4:40 Creating the Salt & Soil Brand
6:35 Why Companies Hold Onto Outdated Branding
10:00 The Cost and Value of Rebranding
12:30 What Makes a Brand Timeless?
14:05 Green Industry Branding Trends and Clichés
17:35 Should Your Brand Have a Mascot?
19:25 What to Know Before Designing a New Logo
21:20 Behind the Salt & Soil Branding Process
26:35 How to Rebrand an Established Company
30:20 Three Elements That Can Transform a Brand
31:40 How to Phase in a New Brand Over Time
34:15 Where Business Owners Should Start
37:35 Who Should Be Involved in a Rebrand?
41:05 Signs Your Logo Needs to Be Redesigned
43:25 Why Simpler Logos Usually Work Better
45:40 Final Thoughts: Having the Courage to Rebrand

 

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