When to Update Your Brand

Part of the Branding For Dummies Cheat Sheet

You don’t want to fix your brand if it’s not broke — one of the key elements of a strong brand is consistency, after all. However, you need to make sure that your brand still conveys what you want it to. A brand identity that’s out of step with current market and cultural tastes and trends isn’t doing you any good.

Review your brand periodically, and use the events in the following list as an opportunity to make sure that your brand is still relevant to your organization:

Major business changes Rapid market or product line expansion
Major market changes Major product, channel, or strategic diversification
Change of ownership or leadership A merger or acquisition
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Branding For Dummies Cheat Sheet


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