This caught my eye today, and it underlines one thing I have been saying to my clients from day one: “Keeping your brand consistent in everything you do, and for the long term, is the only way to achieve any kind of recognition. And there’s no quick fix. Your brand is a long term investment.”
http://www.fuelyourbranding.com/brand-identity-start-an-evolution/
So whenever you feel bored with your logo, feel your website needs redeveloping or your company name could do with shortening, just keep in front of mind that you see those things every day. The most important people – your customers – don’t see your brand anywhere near as much as you do. To make sure your brand is recognised by people that are exposed to it only a few times a year, it’s got to stay the same or very similar over a period of time.
One approach to keeping a brand fresh whilst maintaining consistency is to tweak it every year. BP work on their brand identity almost constantly, yet the changes are so incremental that recognition never suffers.
So next time you feel the need to start fiddling with your brand because you feel it has become tired, its probably because you are tired of it, and you should try to approach the problem from the point of view of the most important people for your business – your customers.
Just remember that leveraging the equity of an established brand is far easier than establishing one in the first place. Invest in your brand for the long term and after a few years you’ll find that because your brand is one of your most valuable assets, you won’t get bored of it so easily.
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