Brand Aesthetic Evolution:
Why changing your brand over time is ok
Have you ever wondered if your brand's look should stay the same forever?
SPOILER ALERT!
It shouldn't! Just like how we grow and change, so do our brands.
But here's the million-dollar question: How do you evolve your brand without losing your identity?
The Brand Evolution Dance
A Journey of Growth and Adaptation
Imagine your brand as a person growing up. Just as we change our style, interests, and even our personalities as we mature, brands too must evolve to stay relevant and appealing. This evolution isn't about completely changing who you are, but rather about refining and adapting your core identity to resonate with your audience as times change.
Giants of Brand Evolution
Let's look at some iconic examples:
1. Coca-Cola:
Since its inception in 1886, Coca-Cola has undergone numerous logo changes. While the distinctive cursive script has remained a constant, the company has tweaked its design to appear more modern and sleek over the years. They've also adapted their messaging from "Drink Coca-Cola" to more emotion-driven slogans like "Open Happiness" and "Taste the Feeling," reflecting changing consumer values.
2. Amazon:
Starting as an online bookstore in 1995, Amazon's logo has evolved from a simple "amazon.com" text with a river-like line underneath to the current "smile" logo. This evolution mirrors the company's growth from a bookseller to a global e-commerce giant offering everything from A to Z (as cleverly indicated by the arrow in their logo)
3. Nike:
The iconic swoosh has remained relatively constant since its creation in 1971, but Nike has played with its positioning and the accompanying text. More significantly, Nike's brand evolution is evident in its messaging, moving from product-focused ads to emotionally charged campaigns like "Just Do It," which resonates with athletes and non-athletes alike.
The Necessity of Change
The statistic that most companies have rebranded at least once in their lifetime underscores a fundamental truth in business: change is inevitable and necessary.
Here's why:
1. Changing Consumer Preferences: As society evolves, so do consumer tastes and values. Brands need to stay in tune with these shifts to remain relevant.
2. Technological Advancements: The digital revolution has transformed how we interact with brands. Companies must adapt their visual identity and messaging to work across various digital platforms.
3. Market Expansion: As businesses grow and enter new markets, they may need to refine their brand to appeal to a broader or different audience.
4. Competitive Landscape: As new players enter the market, established brands may need to evolve to maintain their unique position and stand out from the crowd.
5. Internal Changes: As a company's products, services, or mission evolve, its brand needs to accurately reflect these changes.
The Legacy Production House Journey
Let's take a trip down memory lane with our own brand evolution. We started as Ruthless Graphics Productions with a dark yellow, cinematic vibe. As we grew, so did our palette:
1. Gold with green and black
2. Blue and pink
3. And now, a sleek combination of blue, pink, dark teal, and white
Our typography evolved, our logo transformed, and even our name changed to Legacy Production House. Each shift reflected our growing vision and the changing needs of our clients.
The Branding Tightrope:
Balance is Key
Here's the climax of our story:
Yes, your branding can change, but with a caveat. It's a delicate balance between evolution and consistency.
You don't want to fall into the trap of changing your branding every few weeks or months.
That's a surefire way to confuse your audience and dilute your brand's impact.
Common Mistakes and Smart Solutions
1. Mistake: Frequent overhauls
Solution: Plan gradual, meaningful changes aligned with your business growth
2. Mistake: Losing core identity
Solution: Keep your brand's essence while updating its expression
3. Mistake: Ignoring audience feedback
Solution: Use customer insights to guide your brand evolution
The Legacy Production House Approach
At Legacy Production House, we've helped numerous clients navigate their brand evolution journey. Take Chelsi Pugliesie’s. Chelsie came to us seeking to elevate her brand presence, and her experience with our team exceeded her expectations.
She enthusiastically shared, “Legacy Production House is NEXT LEVEL! They took my vision and brought it to life in ways I couldn’t have imagined.”
Our collaborative approach focused on aligning her brand aesthetic with her growing business needs, resulting in a brand that Chelsie described as
"elevated, professional, and truly represents who I am and what I offer.”
This transformation not only boosted her confidence but also positioned her business for greater success in her market.
Written by Ryan Robertson
The Path Forward: Evolve with Purpose
What have we learned? Your brand should evolve, but with intention and strategy.
Here's what we recommend:
1. Stay true to your core values and mission
2. Listen to your audience and adapt to their changing needs
3. Make gradual, meaningful changes that reflect your business growth
4. Maintain consistency in your brand's essence, even as its expression evolves
Remember, as Jator, one of our clients, said, "I experience their work to be phenomenal."
Your brand evolution can be phenomenal too!
Ready to Evolve?
Is your brand ready for its next evolution?
Don't let fear of change hold you back.
Embrace growth, adapt to new realities, and let your brand tell the story of your success.
Ready to take the next step in your brand's journey?
Reach out to us. Let's create a brand aesthetic that not only captures who you are today but also who you're becoming.
Your legacy awaits – let's build it together!
