Major branding work is needed if your organization is a new venture or if your brand is out of sync with the times and no longer relevant.
Otherwise, there are good reasons for not investing in a major rebranding initiative every few years.
Consistency is good for brands. Also, if you’re an established organization with a proud history, you don’t want to “throw out the baby with the bath water” by changing a visual identity you’ve invested in and that speaks to people.
For many organizations, the work is to keep the brand relevant and fresh by making refinements to the positioning and messages (and sometimes the design) without diluting the core attributes that engender trust and loyalty. We do the following:
It can be “a marathon, not a sprint” to increase the brand awareness of your organization, achieve a greater leadership position, and perhaps even become the preferred provider. It requires having clarity about your brand’s unique competitive advantages and clearly communicating your key messages in both internal and external communications day after day over an extended period of time.
There’s a big payoff for organizations that get their branding and communications right: greater visibility, a higher ranking on the leaderboard, increased sales and revenue, and the ability to fulfill their purpose on a larger scale.