How much does your brand evolve over time?

Transcript

Brand identity is a paradox, just like a person’s identity is a paradox. As we age, we change in many ways, but our true self has continuity.

From the Latin, identity literally means “your repeated beingness over time.” The way you are again and again and again. It’s the thing that fundamentally does not change even as we mature.

When you do brand strategy right the first time, your company will mature, perhaps from child to adolescent to adult, but it won’t fundamentally change the essence of who the company is.

Your consistency is how you earn trust. Whether you are a person building a friendship with another person or a business building a relationship with a customer, showing up with a consistent being is how that relationship can be deep and enduring.

When defining your business’s brand strategy, be sure to articulate what will NOT change and commit to embodying that with everything that you do, even as you grow, mature, and evolve.

Could you put your finger on the thing about your business that will not change as it ages? The thing that will remain constant, even as your product and your market evolves.

Remember, you bond with customers not by dramatically shifting who you are but by maintaining the best of yourself even as you mature. Be clear about the heart and the soul of the company so that your customer will trust you and love you.