There is one thing about marketing that we can all agree on; it is constantly in a state of motion. With the digital age continuing to soar to new realms, it is important to think about how it affects your brand.
The question is how do you remain current within your core foundational boundaries? Although there is no exact science or secret remedy to change, these are some helpful tips or ideas to ponder during your brand’s lifetime:
1. Before making a bold logo change, think about alternative, subtle ways to enhance your brand that might lead to a design change later down the road: Create a moving YouTube video, play with wording; whatever it might be, emphasize the behind the scene research that could lead to such change.
Do you think Coca-Cola abruptly changed their logo before extensive research and strategic planning?
2. Always think of the brand’s starting point when looking into new communication channels: How were you able or not able to get the message across before Facebook existed? This question can be very powerful for moving forward and help in the creation or re-creation of breathing new life into an old marketing strategy.
Let’s leave it to this American clothing company, American Eagle Outfitters, to nail the point home:
https://www.youtube.com/watch?v=IfNF57jHbFc
Surprise! AE’s very, very skinny jeans in this viral ad don’t exist. But American Eagle Outfitters brings back this fashion of the past to life, showing its cheeky side in a video ad for a new pair of skinny jeans so tight they’re practically sprayed on (literally). Great hoax or great marketing? We’d say great marketing based off their revenue generation!
Marketing can be a very tricky game, especially with all the different forms/channels of communications needed to expand your brand awareness. The evolution of digital marketing communications and techniques is inevitable. If anything, I hope this blog leaves you with your mind churning and a bit inspired to think about the life of your brand.