There is one thing that irks me about wedding pros these days: so many feel that they need to continuously redesign their branding identity. Sometimes they see something that a competitor is doing and they want to adjust their company branding. Or, they can’t leave well enough alone and they continue to tweak. I am in total disagreement with changing the design on your branding so frequently. I’m of the belief that changing the branding identity for your company too often is unnecessary, confusing, and expensive. Yesterday, we discussed 10 signs that your company is in need of re-branding. I think that unless you are in violation of one of these 10 reasons, then you should stick to your guns – or better yet: get your branding and your brand identity done right the first time.
I was curious about this so I asked our branding specialists what they think. Here is what they shared with me:
Some business owners are re-designing their brand identity every year. What do you think about this?
First off, we feel that re-branding every year would actually be a negative for one’s business. How could one ever gain brand recognition, create a heritage, or create a recognizable voice if it changes from year to year? Honing and perfecting your company brand is one thing, but to change it yearly would be detrimental. A good brand execution, to a point, should be able to stand the test of time. – Whitney & Jonathan Speir, Brown Sugar Design Studio
Good branding should stand the test of time and will not need to be updated every year. However, it is important to continually evaluate your brand and to recognize the elements that are successful vs. those that could be improved. An effective brand will constantly evolve in order to grow with your business, but it is your responsibility to steer it in the right direction one day at a time. – Sarah Kate Snyder, Studio Snyder
What about “freshening up” a logo?
Freshening up your brand every 5-8 years is necessary as things change; technology and our companies grow and mature. It’s not necessary to update your brand every year. Updating your brand isn’t always a total redesign to your logo. Building a brand takes time. If you change your logo every year how can your clients trust and become a tribe of true believers in your brand? To update your brand you can add some elements that “freshen up” what you already have. For example colors, campaign theme in your marketing materials, and minor edits to your logo. – Carla David, Carla David Design
How can you be sure that you are building a strong brand?
I think it is important to revisit your brand and make sure all still relates back to your mission, goals, & values, but that doesn’t necessarily mean you need to make changes each year. I think it is all on a case by case basis. Many times there will be areas where tweaks can be made. But, I know if you would tell this to the general public, they would assume “update” means a revamp, which is definitely not recommended on a yearly basis. 🙂 – Heidi Bartlett, Idieh Design
What are your thoughts? How often should a company work on its design elements for branding?