Let’s consider how and why brands change or
evolve. The word evolution means the gradual development of something. This
gradual evolution is normally based on changes in the environment that have
presented a need for something new. In the world of biology, we see these adaptations.
Is the same true for brands? It most certainly is.
These three market dynamics, or environmental
factors for business, are examples of what might prompt a brand evolution.
1.
Demographics
As your audience changes, it is
likely that your brand may need to change as well. Years ago, the line “This is
not your father’s Oldsmobile” was a slogan used to try to introduce a brand to
a new generation. Considering the state of this brand, the evolutionary step
may have been a bit late. Be aware of how your brand speaks to your audiences
and be very aware of how other brands are speaking to their generation as well.
2.
Style
What is your sense of style? I
don't mean fashion. What is your sense of what your audience defines as in
touch and in tune? Consider how logos have evolved over the years due to
changes in type fonts, colors and simple graphic trends. The visual
personification of Betty Crocker has gone through many evolutions to stay in
touch with style and audiences. Logos such as Shell, Starbucks and BP have
undergone visual evolutions due to style as well.
3.
Services
Have your services changed due to
acquisition or expanded offerings? Does your brand still resonate clearly with
where you are today as much as it did years ago? When FedEx acquired Kinko’s
they become so much more than simply a package delivery service. Thus, their
brand evolved to contain and support FedEx Office. Brands can carry line
extensions, new products and acquisitions. The key is to look at them with
fresh eyes within the context of your service offering and how those offerings
connect with customers.
Brands have an evolutionary choice. They can stay still. Or,
they can evolve. They can act. Or, they can be acted upon. How is your brand
responding to the environment?
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