NetWorks Issue 17: The Design Issue

Brand Evolution

The Importance of Developing as your Business Grows

As your business grows, so does the importance of your brand identity. When focusing on the goal of growth, building a strong brand identity is crucial to establishing yourself in what can feel like a very competitive landscape. Many factors evolve as your success scalesfrom products and services to marketing strategies. A vital part of this journey is the evolution of brand identity. Constant brand development allows you to remain relevant, maintain connections with consumers and sustain growth, whilst maintaining the essence that attributes your success this far.

You already have an established business with a strong brand identity and client base, so why change it? Just because a brand is already established, doesn’t mean it can’t benefit from some adjustments to avoid becoming stale. Branding should be ever-changing and evolving to reduce the risk of becoming outdated and overlooked. Even the most established brands may lose traction as new, innovative brands surface.

The need for constant shaping of brand identity has many purposes, including:

• Allowing the business to build deeper connections with its client base.

• Potential for expansion into new geographic and demographic markets.

• Opening opportunity to introduce new products and services.

• Remaining relevant with consumers as new trends come to fruition.

How do I implement brand evolution?

Changing a brand is not a simple process. It requires thought, planning and clever execution to avoid tarnishing existing consumer relationships: When it comes to brand development simplicity is key. The focus should be on subtle adjustments in visual styling and brand messaging as opposed to drastic changes. Implementing significant changes will push you into the realm of rebranding and at risk of losing loyal customers. It is important to remember core values throughout the process to maintain the existing brand.

The opinions of your customers can be both a blessing and a curse. Being receptive to feedback is crucial. Use it to your advantage to decide what works and what doesn’t as you implement new brand strategies. If the new brand identity fails to resonate with the target audience or is perceived as irrelevant or out-of-touch, it can lead to negative perceptions and backlash from consumers. If ignored, this can harm the brand’s reputation and market position.

What message are you aiming to convey? Having a clear understanding of the purpose of development allows for concise ideas of the changes you want to make and their reasoning in conjunction with the business strategy. To avoid confusing messaging and diluted brand perception, changes should be implemented consistently to enhance brand recognition. A strong brand identity ensures that consumers can easily identify the business across various media and upholds a trustworthy appearance.

It is important to maintain effective communication, ensuring both employees and consumers have a strong understanding of the brand’s values/ identity. This should include the changes being implemented and the rationale behind them. Providing explanations for decision-making and highlighting the positive outcomes can help to build acceptance from your audience.

Brand development, while essential in aiding business growth and success, also comes with its share of risks and challenges that can directly impact a business’s success:

• Brand evolution can potentially end in wasted resources and significant financial strain if the new brand identity fails to yield the desired results.

• Competitors may react to a brand identity change by intensifying their efforts to capitalise on any perceived weaknesses or opportunities, leading to escalated competition.

• Employees and internal stakeholders may experience hindered productivity and feel disengaged from the new brand identity if they perceive it as disconnected from the company’s culture.

• Existing customers who have developed strong emotional connections with the old brand identity may feel alienated by the change. This can lead to a loss of customer loyalty and advocacy for the brand.

CHANGING A BRAND IS NOT A SIMPLE PROCESS, IT REQUIRES THOUGHT, PLANNING AND CLEVER EXECUTION.

To avoid these risks, businesses should undergo thorough research to understand their target audience, market, and competitors before launching any brand identity development initiatives. In short, as your business grows, your brand identity should grow with it. By adapting your visual elements, messaging, and online presence, you can maintain relevance and continue to connect with your audience as you expand.