Remember Video Ezy and Bi-Lo? Let’s face it—brands come and go. So what’s the secret to maintaining a timeless brand identity?
There are an absolute myriad of reasons brands don’t stand the test of time. And while we can point to factors such as ignoring changing customer needs, failing to adapt to new technology, or mismanaging their finances, sometimes it’s simpler. Sometimes a brand becomes dated. And people move on.
We’re not going to say fixing your brand is going to fix all your issues (it very rarely does) but your brand is your business’s face, so you want to make sure people want to keep looking at it. Having to rebrand regularly can also be costly and exhausting. So what’s the alternative? Design a brand that doesn’t need to be fixed every couple of years. Here’s how:
Keep It Simple
All brands require a style guide or brand guidelines, but if your brand is so complicated that it’s too hard for a designer to jump in and follow the rules, it’s probably too complicated. Think of the world’s most iconic logos—Apple, Nike, McDonald’s. Why do they work? Because they’re simple, they’re clean, and they’re instantly recognisable. While other aspects of the brand might change over time, they generally stick to what works and don’t opt for cheap thrills or look at what the guy next door is doing. Simplicity doesn’t just look good, it makes your brand flexible. When trends change (and they always do), your brand won’t have to run around playing catch-up, there’ll be no need to.
Keep It Consistent
There’s an unfortunate truth in life: people only trust what they know. Our job as marketers is to get your audience to know you. But how do we do that? Well, think about how your barista knows your coffee order when you walk in the door. That’s right, consistency and repetition. Look at Coca-Cola. Red and white, wavy script, same vibe every time. Consistency isn’t just about looks, though. It’s about how your brand feels, too. Is your tone warm and friendly or sharp and professional? Are you fun and chatty, or serious and to-the-point? Whatever it is, stick with it. The more your brand “sounds” like itself, the more people will trust it.
Keep It Quintessentially You
This one’s big. If there’s one thing today’s customers can spot from a mile away, it’s inauthenticity. More than ever, people are trying to find real. Real experiences, real people, real connection. And that extends to the brands they engage with. So stop peeking over the fence to see what your competitors are doing. Instead, focus on who you are, what you can offer, and how you can do it in the best way possible. This extends to how your brand looks too. Trends come and go, but if you can draw from your own values and experiences, and build a brand off of that? That’s the recipe to success.
A timeless brand identity doesn’t happen by accident. It’s about keeping things simple, staying consistent, and being authentic to the core.