There comes a time in the life of every brand when you need to have The Talk. You know, the one about how you’re changing and it’s okay and it happens to everyone. How can you help your brand move past this awkward phase?
1. YOU’VE GONE THROUGH SOME MAJOR GROWTH
Says Pivot’s Creative Director Ryan, “Success—whether unexpected or purposefully grown—can often trigger a rebrand.” Sometimes, that rebrand is a marker of a smaller measure of success, like the New York Times’ minor rebrand of their logo to reflect their videos, a product which obviously didn’t exist at the brand’s onset but needed its own representation within the bigger brand’s lexicon. Other times, it’s a huge fundamental shift in philosophy, like Netflix becoming more of a producer than simply a provider and adopting a new look that fits in better with their other entertainment producer peers. With a wider audience than ever before, successful brands should be wary of remaining too comfortable in their old skin.