It’s no secret that to stay alive, a brand has to evolve. As companies mature, where you came from starts to look a bit different than where you are heading. The evolution of a brand does not mean rebranding. It means refreshing logos, slogans and/or marketing collateral to communicate effectively with your customers and attracting new customers while staying true to your brand’s mission. An imperative part of any brand refresh is to revamp while reminding current customers why and how your brand is staying relevant.
All brands need to evolve, engage, and speak to audiences. Two main considerations with a brand refresh are “Image Heritage” and “Image In Use”. It is important to appear current and hip for your clients as well as keep up with the times and latest styles. A stale, stagnant identity gets lost in the crowd and appears to be left behind in the race. Businesses learn, grow and evolve just as people do. A business has a visual personality just like we do. Look back at hairstyles or clothing that was popular in the 70’s and 80’s. If your friend or colleague still dressed/looked like that, your first reaction would be that they are behind the times. That same colleague that refreshed their image to relate and identify with today’s trends would be one today’s generation would relate to. Your hair and your clothes are part of your brand. If people cannot connect with your brand, you cannot get your message across effectively. Once people connect to your brand, they take ownership of it. To succeed in this, you need to be alert and open to new design trends without losing the brand recognition you’ve spent so long establishing.
Coca-Cola, Shell, Apple, Pepsi, Nike, and pretty much every popular brand you can think of has watched their brand grow up. They’ve continued to evolve as their company matured. These visionary companies know the vital importance of continuous innovation. They’ve tweaked and improved their brand until it reflected exactly who they wanted to be and how they could become even more relatable to today’s consumer. Take a look at the evolution of these household names:
So, who on Earth refreshes their brand? EVERYONE that wants to stay current and cares about their clients. All companies grow and change and must do so to keep ahead of the competition. Brand evolution is natural for all organizations to prosper and to stand out from the crowd. Watch for a brand refresh coming soon for the company that is and always will be “Above The Crowd”! As we recognize that corporate image construction is dynamic and ever changing as opposed to a static end state, we are excited that a RE/MAX brand refresh is coming your way. Stay tuned, it’s awesome!