A lot of business success depends on brand identity. Your brand is actually the story you tell to involve your audience–whether it’s through tangible things like the logo, name, or website or intangible things like the feeling your brand evokes among your customers. A brand should not be something that never changes, however. It needs to evolve. As your business grows and changes, so should your brand. Even if your company is staying relatively the same, your brand may need to grow.

So how can you tell when it’s time for your brand to evolve? There are many things that may indicate it’s time for a branding upgrade. For example, if you have an old image you need to shake off. Or you’ve outgrown your original mission. If the market is also evolving or you’re trying to reach a new demographic. There are a lot of reasons you might want to consider it time for your brand to evolve.

Brand evolution doesn’t necessarily mean a complete departure from your old brand. Rather, you could use the old brand as a foundation to build on. You may also just need to freshen up the look of your brand. Remember that your current audience and customers should recognize your brand. You’ve probably worked hard to build brand awareness, and if you make a drastic change, it could undo that. 

On the other hand, you might want to entirely rebrand. This is typically necessary when a company merges with another company or when a business is trying to leave behind a bad reputation. But keep in mind that whether you are freshening up your brand or changing it all together, you want to keep the core identity of your company in mind. 

If your brand is evolving, there are a few things you need to keep in mind. You want to make sure that you are consistent with your brand across multiple channels. You also want to go through all of your written copy and freshen up the language to align better with your new brand. One good thing to do is to create a brand style guide so that you can remember to be consistent across multiple channels. 

You also might want to take a look at what your competitors are doing and see if you can learn anything from them. See if you can pinpoint which tactics they are trying that are succeeding and which tactics they are trying that are failing. Use this information as inspiration for your own brand ideas.

Your brand should not be a static thing. It should grow and evolve with you and your company. If you need help with brand development, please contact us today.