Evolve or Get Left Behind

For over 15 years, I’ve been working with companies to re-brand themselves beginning at about their 7th year (or older) in business. The key to the rebranding is understanding the company’s ongoing changes in culture, product lines, services, clients (target audience), competition, company size, and most importantly their people. How a firm presented itself in their first years is very different from how the company talks about itself 7, 15, or even 20 years later. In my experience, many companies have not taken a laser-sharp view as to where they are now compared to their initial branding. For continuing success, it’s essential that businesses, on an annual or biannual basis, review their direction, internal as well as externally so that they are in sync with who they are today and where they want to be in the future.

Re-evaluating your company’s brand strategy is a critical part of the message review. Do the values, market position, market promise, and other essential communications still resonate? Are they “believable” to clients? Is your market changing and are you evolving with your business? Are you keeping up with competition or do you need to change your approach? These are critical questions that need answers to continue winning the customer battles and be a strong competitor in the marketplace.

Lastly, do your brand elements, especially your logo represent who you are today? Updating or changing a logo (and brand elements) after seven-years or more tells your audience something is different about your company. It says your company is keeping up with the times and you understand businesses change with the market.

As in life, changes are all around us and to stay up-to-date and contemporary, we all evaluate and evolve. Businesses should be no different.