Possibly the worst reason to change a brand is because you think it’s boring, and here are a few reasons why:
- It’s probably only boring to you. You interact with your brand constantly and see all the collateral being developed. Your audience won’t see it nearly as much as you do.
- Your brand is your equity. (Yes, I say this often.) If you modify it too much, you risk losing that equity, which is the most valuable part of your brand. “Because individuals are more likely to buy from a brand they trust, it should come as no surprise that maintaining brand consistency is good for business. Research shows that, on average, consistency increased revenue by 23%.” — Marcom Central, August 02, 2023
- Consistency is key for recognition. To maximize your marketing efforts, your brand needs to be immediately recognizable. This means maintaining a consistent visual identity. It also signals corporate stability. People prefer to buy from companies that don’t appear to change what they do every month, as that could make them question the reliability of your product or service.
In the end, it’s about trust, stability, recognition, and consistency—all essential components of… Yes! Equity!
What can and should be changed is your campaign. This is crucial to avoid becoming so static that no one cares about what you’re doing. There’s also room for brand evolution, which allows for brand modification—but those are topics for another discussion.
So, until then, stay tuned for more helpful tips on this and other gentlemanly warfare. 🙂
(And yes, I understand that the picture isn’t representative of a brand modification. Even though it was made possible by a brand evolution)