Many times, a business will ask us to develop a new web site for them. Sometimes, this is a demolition and reconstruction of an existing site or a completely new presence for a new business. But often, we are told to use the current logo on the new web site, with the reasoning, “because that’s our brand.”
Your logo is not your brand. It is a fundamental part of your brand, but it is not your brand. Your logo should reflect the personality and the dynamics of your business. And it should be updated as an ongoing metaphor for the evolution of your business over time.
That is true for the entirety of your brand. Like your web site and your logo, your brand needs to evolve, change and adapt to developing expectations. As your business grows, your customers change, and so should your identity. If your brand hasn’t changed since 1980, I’m reasonably sure that your turnover and profits have probably plummeted. Most firms change their brand identity regularly—every five to 10 years—to adapt to the environment around them. Those businesses that don’t adapt end up folding.
A brand strategy is about clarifying your current brand identity, how to form it and what goes into making it work. It is about a lot more than just your logo: it covers your customer service, tone of voice, and ability to change. It takes your business personality and presents it in a way that you can put into practice in every part of your business so that it is consistent and clear across online and offline channels.
The point of a brand strategy is to demonstrate how your customers can interact with your brand so that you never miss an opportunity to reinforce the strong visual and emotional attachments your customers make to your brand.