Consistency in branding is overrated when launching something new. Instead of sticking rigidly to past branding, use the launch as an opportunity to evolve and experiment. Customers are drawn to innovation, not repetition—shake things up and let your brand adapt to the excitement of your new product. That is my contrarian two cents on this topic.

To ensure consistent branding for your new product, start by defining a clear brand identity, including core values, voice, and visual elements like logo, colors, and typography. Create comprehensive brand guidelines that outline how these elements should be used across all platforms. Regularly communicate with your team and stakeholders to maintain alignment, and conduct periodic reviews to adapt to feedback while staying true to your brand essence. Consistency across marketing materials and customer interactions will build trust and recognition.

Keep the Core, Add the New: Make sure your new product feels fresh but still speaks the same language as your brand. Think of it as adding a new chapter to a book your customers already love—consistent, but with exciting new details.

To ensure your branding remains consistent while launching a new product with creative flair, establish clear brand guidelines that define your visual identity, tone, and messaging. Involve your creative team early in the process to align innovative ideas with core brand elements. Conduct regular reviews and feedback sessions to ensure every campaign touchpoint reflects your brand’s essence. Leverage a cohesive narrative across all channels—social media, packaging, and advertising—to reinforce recognition and authenticity, making the launch memorable while staying true to your brand.