How to evolve your brand over time

How to evolve your brand over time

As your business evolves, your brand should too, not just to reflect where you are now but also communicate your vision for the future. We talk about a 3-5 year vision when we work with our clients. 3-5 years gives you chance to get well-established in your consumers' eyes and benefit from the ROI. We need consistency to build brand recognition, then 'know like and trust', but after that time, you might start finding that...?

  • Your brand and branding starts feeling or looking a bit dated
  • It feels like you're outgrowing it or it may be holding you back
  • It doesn't represent you/your business are anymore
  • You're not attracting the business you really want

Whilst consistency is key, over time change will become necessary. If your brand needs updating but you don't need a total rebrand, then brand evolution is the answer. We start with a Brand MOT to identify what is working, what needs tweaking and what needs to stop. We then roadmap the timeline and process together.

Brand evolution keeps things fresh, and doesn't necessarily mean a drastic overhaul all at once - it can be an ongoing process.?

We review our brand yearly to keep it fresh and aligned with the business. e.g. Last year we added the dot pattern (to tie in with the book launch) and this year, the logo has been tweaked for our new website (coming soon!).?

Global brands like Coca Cola, Ford and McDonald's take this approach too.

Series of Coca Cola logos as they change over time

We made our social icon simpler and bolder, as the brand is growing in consumer confidence and recognition. We emphasised the 'iD' (for 'identity'), rotating the letters to add an element of joy to the brand. The 'smiley face' says confident, happy clients, that we're fun to work with, love what we do and are friendly and approachable.?

Old InnerVisions ID logo and new one. Circles with the lettere ID in them

Mastercard did something similar here...?

New and old Mastercard logo, two circles overlapping.

Our strapline, 'Branding that means Business' has also evolved to communicate better that we work on the entire brand (not just the visual) so now it's 'For Brands that Mean Business'.

No alt text provided for this image

Everything else - colours, fonts and pattern stay the same. New brand photography, also features the iconic red. The end result is still 'us' but fresher and bolder.

If your brand is looking tired or holding you back, book in a FREE 30min Clarity call and let's see what we can do.

Ellie Rich-Poole

Career Development Coach | Speaker | LinkedIn Top Voice for Careers | Top 15 Coach in London | Writer

3 年

Love the new look! I want to freshen up my colours… will be in touch soon ??

Melitta Campbell - Value Whisperer ??

Turn your 'expensive hobby' into an impactful business with the Value Whispering Blueprint ?? Award-Winning Business Coach ?? Professional Speaker ?? TEDx Speaker ?? Best-Selling Author ?? Podcast Host

3 年

I really love your updated look - and it really sums up what it feels like to work with you.

Jade Staiano

Digital communications training for UK charities | Free or low cost | Tailored to the sector

3 年

I love the new evolution - especially the cheeky ‘wink’ ??

要查看或添加评论,请登录

Sapna Pieroux的更多文章

  • Powerful rebrands start with a VISION?

    Powerful rebrands start with a VISION?

    Jonathan Eatly and Craig Williams, co-founders of The CJP Group, were stuck. They knew that their company looked and…

    31 条评论
  • 10 Life Lessons from a 13 year-old Boy...

    10 Life Lessons from a 13 year-old Boy...

    On Sunday, my eldest son, Luc, collected his black belt in karate, grading aged just 13 and a quarter! Words can’t…

    28 条评论
  • How Jonathan and Craig got unstuck...

    How Jonathan and Craig got unstuck...

    Jonathan Eatly and Craig Williams, co-founders of The CJP Group, were stuck. They knew that their company looked and…

    46 条评论
  • 10 Life Lessons Cancer Taught Me for 2023...

    10 Life Lessons Cancer Taught Me for 2023...

    As the year closes, and we're all feeling reflective..

    14 条评论
  • Teamwork makes the dream work...

    Teamwork makes the dream work...

    Amanda Greenwood is an Executive Coach and Organisational Change Consultant. A flatmate of one of her colleagues had…

  • Invincible Women stand out from the crowd.

    Invincible Women stand out from the crowd.

    I love it when we see our clients building their brand by maximising the impact of their branding. Check out Jo Reeves'…

    6 条评论
  • "The next step in company growth..."

    "The next step in company growth..."

    A brand story very close to my heart - literally! My husband @Andy Pieroux started Walpole Partnership in 2013 with…

    5 条评论
  • Clear, meaningful, dynamic and finally, ‘on brand’."

    Clear, meaningful, dynamic and finally, ‘on brand’."

    Sara Milne Rowe is the founder of Coaching Impact, a company that coaches leaders, teams and organisations to achieve…

  • "My brand is everything I asked for and more..."

    "My brand is everything I asked for and more..."

    Karen Ingram has a new programme to reduce back pain using a revolutionary method she has developed herself after years…

    2 条评论
  • Reinvigorate your brand.

    Reinvigorate your brand.

    Melitta Campbell is a business coach who helps women confidently build and grow a profitable business with fulfilment…

    2 条评论

社区洞察

其他会员也浏览了