Times have changed in the branding world. In the past, the rule of thumb was to brand once and move on to marketing strategies, but the smart guys and gals have proved this to be a detrimental practice. Today’s successful entrepreneur needs to evolve their brand identity on a regular basis to stay relevant and authentic in the marketplace.
We've said it before. The delicate dance between branding and marketing is an ongoing tango that requires both partners to communicate efficiently and play off each other’s moves. When one partner changes course, the other must follow suit. If one partner falls, the other is thrown off balance. This holds true for brand evolution, so it is important to take small strides together to create a smooth and easy transition. Here are the steps of brand evolution you should follow to advance your marketing efforts, and your audience, without missing a beat.
Step One: Identify the Reason for the Evolution
Entrepreneurs tend to be creative thinkers. Creatives hate stagnancy. But the mere fact of becoming bored with your brand is not a good reason to embark on evolution. Instead, you must analyze many aspects of your brand on an ongoing basis to see if there is an actual need to evolve.
So, where do you look? Your own data!
The data and feedback that you receive from your marketing strategy will tell you so much about what is happening with your brand. This is where you will learn about your audience and any potential shifts in the marketplace. This is also where you will discover any negative external narratives that could harm the business you have built. Listen to what your audience is saying and watch how they are interacting with your brand. Over time, you will see a trend.
Another potential reason for brand evolution is if you experience your own personal evolution. As your brand is so closely tied to your personal lifestyle and values, a shift here should necessitate a brand shift.
Sit back and check the marketplace data, the external narratives, and your own personal evolution. If any of these are affecting the authenticity of your core pillars, then you should move on to Step Two.