Brand is a living breathing visual language that evolves and changes as your company and the world around it changes.Like all dead languages, if a brand is rigid stoic and not open to change it will eventually fade into obscurity.
This does not mean you should give a designer free reign. No, it means careful observation of the company, the world, the people who interact with your brand and the communication channels and platforms they use.
The secret is to evolve the brand instead of trying to retrofit and adapt it.
A lot of the times a brand is strong enough or your designers clever enough to retrofit a brand. Sadly this is often not the case and it has led to some great brand blunders.
So do I need to change or evolve my brand?
That is often a very difficult question, but let me ask you a few questions:
- Does your brand reflect the current values and focus of the company?
- Does your brand reflect the current issues or conciousness of the world?
- Does your brand inspire you?
- BUT More importantly, does it inspire, create confidence and pride in your target audience?
- Does your brand work in new media and new media channels?
Should you make a change?
Still not sure? ok let me ask a few more questions:
- Can your brand be transferred to different mediums and communications channels?
- Can you see your brand working on Facebook?
- How about on Twitter, Linkedin, YouTube or on one of the hundreds of popular on-line channels?
- What about in an email or enewsletter?
- At a tradeshow?
At the end of the day, your brand should reflect you, it should resonate with your target audience and be usable across multiple channels and formats.
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