Is my brand fixed,
or does it need to evolve?
Branding is not a static, or one-off process. It should be viewed as a work in progress, fluid and never finished.
Over time, your business will grow, change and transform and the same is true of your branding. It will need to constantly evolve in line with your customers’ changing needs and perceptions, trends/developments and other external factors in order to remain relevant. If your branding stands still, it might start to look tired and boring, resulting in the loss of clients. This will impact on your sales and profits.
It’s worth looking at your branding regularly – getting feedback from staff and customers, checking that your visuals show what you want them to, and your messaging is still relevant. Don’t forget to keep an eye on your competitors, as well as the marketplace.
The most successful brand evolution is a series of small changes, tweaks and adjustments along the way rather than a major overhaul every three years. This enables you to maintain a sense of overall consistency, but to be agile in the face of challenges, and all whilst keeping your brand constantly refreshed and up to date.
For more information on the importance of a professional brand see our article on branding.