Large companies have been evolving their brands since the beginning of time – think Pepsi and Coca Cola. It is a sign of reinvention, new energy and growth. In order to stay fresh and to revitalize themselves, companies transform their brands to the next level.
Remember, a brand is created in the mind of your customers. It is how the world sees and experiences your company.
Meaning, it is about two things: (1) Your outward identity and (2) the experience you create.
It involves consistency in colors, graphics and messaging, for example, Apple Computers started with an idea and an image that supported its brand message “think different”.
When they hit the scene with a rainbow color apple, their goal was to convince the world that the Mac computer was different than the typical PC’s on the market and created an outward identity that supported that message.
Now, their brand represents simplicity and a minimalist feel. You see this in their sleek, new logo design and sleek, new store design and how they interact with their customers.
So when do you evolve your brand and more important is it time?
Here are some things to consider:
- Is your brand “dated”? Do you need to update it to be current?
If you answered yes, try updating your logo, your graphics and your color palette to be more modern but still convey your image. If you are known as a professional, stable company you don’t want to move to a look that screams edgy, risk taker and new. Just remember, with every updated brand, you need to update your marketing message and evolve your brand promise.
- Are your colors still conveying the image you intended?
Sometimes your brand colors are off and can simply be migrated over to a new color scheme. I don’t recommend going crazy from one extreme to another, but a slow transition of your brand is a great start. Good place to start is understanding the psychology of color. Each color stimulates a human emotion and you want to be sure that the colors you choice represent how your company “feels”.
- Has your product or business matured?
Similar to Apple Computers, your product or business simply may have matured. If you have “Come a Long Way, Baby….”…. it may be time to update your brand.
Remember, your brand is created by you and by your customers. What is that customer experience you want to give them? As you look at your product and you look at your customers, you will know whether or not to change your brand!