Brand Evolution…or Not
In discussions about brand, I am often asked, “Do I need to update my brand? And if yes, when is the right time and way to do so?”
Seasoned business owners hesitate because they have become emotionally attached to the logo they have — whether it’s working or not.
Shiny, new entrepreneurs worry about being locked into a brand that won’t reflect them in the future — but they are in a rush to get going.
Correct answer: it’s a balance. Up front, you DO want to take sufficient time and soul searching to ensure your brand is reflective of your business offering and values, but recognize that you and your business may evolve over time. In which case, a new brand may be more appropriate than a mere update.
Do not enter into this decision lightly, however. Some tweaks are just nasty and worse than a re-brand altogether.
One thing to consider is, you are better off with a tweak if you’ve already invested a lot in the brand and your core business and values haven’t changed.
The Crayola brand case study is an excellent example of how a long-standing company has evolved over time in keeping with the times, while staying true to it’s business and it’s brand, while continuing to build on the equity they’ve invested.
What’s different — the font. What’s the same, the general concept of packaging, name, colours…
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