Pin down what makes the brand unique & familiar to customers. I'd say, bring fresh ideas while balancing them with elements the audience already recognizes, like familiar color schemes or iconic visuals. If a classic brand color is blue, integrate shades or accents around it rather than shifting to a completely different palette, helping customers feel “at home” with the new look. Test new elements with the audience to ensure authenticity. Their reaction is your compass. Tell a story that frames the campaign as an evolution, not a departure. And, create a sense of growth rather than drastic change, inviting the audience to feel part of a shared story.

It is important to hold firm on the core objective. This does not mean that you do not adopt new ways to achieve the same objective. New efforts result in renewed motivation.

So is the current branding awful? Was it never really implemented or invested in? If so you're not really risking an established identity. If it is well developed, widely recognized, and effective, changing it because the client's brand manager has gotten bored (and think this is a low-risk way for more career visibility) or are they a new hire from outside the company trying to demonstrate their value as "fresh eyes" (often that means an empty head rather than clearer vision????.) Emphasizing and monetizing the past investment in the brand as well as the actual conversion costs (signage, printing, etc. are always overlooked and underestimated) helps rein in this common pressure.

First of all if your client is looking for a new brand direction is very important to establish the insights through a very extensive research. Then to connect the actual identity of your brand meaning the USP, Unique Selling Proposition with the three following questions: what your brand does well?, what the consumer wants? and what your competitor does well? For me the final output of the strategy is the Campaign itself as the Communication but is not all, is a must to establish the objectives if you need a new direction.

When your client wants a new brand direction, make preserving core identity your first priority. 1. Begin by identifying and articulating the brand’s foundational values that resonate with the audience. 2. Share examples where you’ve successfully introduced fresh elements while keeping the brand’s essence intact. 3. Back it up with data, like a campaign achieving 40% higher engagement by blending innovation with familiar brand elements. This shows you can honor legacy while embracing change. Anyone can suggest a rebrand, but only you can show how to evolve without losing identity.