Brands need to stay relevant to stay successful. And so they modernise. A good brand communicates so much more than your company name. It’s a reflection of your attitude, your ethics, your success. It transmits information to your audience. It signals credibility and trustworthiness to your clients, employees and stakeholders. It does so directly and indirectly, consciously and unconsciously. It does all this. If it’s good. If it’s relevant, modern and well thought-out.
I’ve met business people who don’t buy into their brand. Don’t get it. Don’t want to pay for it. But all major successful companies have one thing in common. And that’s a strong brand. We know it works. The evidence is in. It works because human beings are experts at pattern recognition. All of us have an innate ability to understand abstractions and symbols. It’s why brands exist in the first place. It’s why they work. Therefore it follows that brands must evolve to stay competitive in a changing market.
In part 2 of this series we’ll discuss how a modern, evolved brand is a vital tool for leveraging new and emerging technologies.