No business these days can just sit pretty when it comes to branding. The truth is, brands evolve and change slightly over time. But your brand must also retain something of what consumers know or else it will fade. As your business grows, so will your image and your branding. Though you may love your initial branding concept, know that it’s ok to update it appropriately as the business grows and your brand is well established.
Branding and messaging can be refreshed over time, but not before customers get a chance to become overwhelmingly familiar with it. Check out these brands that have evolved over time.
Shell
Starbucks
Ford
While evolution can be a good thing when it comes to your brand, consider keeping the below throughout the test of time.
Keep Your Good Name (in every sense)
It’s the thing people know you by. Unless of course you need to re-engineer your reputation or your old name doesn’t fit what you do anymore.
Keep Your Purpose
The ways you intend to change the world should remain an inspiring constant for staff and customers (providing it’s inspiring to start with, of course).
Keep Your Values
Only change them if you’re going to make them more challenging.
Keep Your Promises
Trust is the basis for any brand’s success. Without that, you’re nothing.
Thanks for spending some time with me today!
Katy Geary
Owner + Creative Director
Geary Graphic Design
