Evolving Brands

Being consistent doesn't always mean doing the same thing, but having a recognisable attitude and character.

My hypothesis: If we think and manage brands from the perspective of digital marketing, then it seems much smarter to give brands the space they need to continuously evolve.

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This flexibility makes sense for the simple reason that every social media channel works completely different. TikTok has its own rules, as do Instagram, LinkedIn, Twitter/X or Pinterest. If a brand wants to perform across multiple channels, it must adapt to the dynamics, trends and rules of the respective platform.

Here, fashion brands such as Adidas are a good example. The core elements of the brand remain the same over the years, but are also very straightforward: a series of logos that have been created since 1971 (and have only been slightly modified over the years), as well as a basic font that is combined with a couple of distinctive fonts depending on the context. And, of course, the brand element of the three stripes.

This visual, mainly timeless basic structure forms the framework for a very flexible and dynamic communication that can constantly evolve.

Do we need to re-think branding?

Let's launch a new corporate design! Or not? Does it make sense to keep the corporate design of a brand until it looks outdated? And then bring it up to date again with a brand relaunch or brand refresh?

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Sounds like a paradox. First there is a phase in which the new look is sexy and fresh, followed by a long phase in which the attractiveness steadily declines. Until the branding is just ordinary and something new is needed again. And then the whole game starts all over again.

Isn't that strange? We push a brand with a lot of energy (and money) to a new level and then watch this energy steadily diminish over the years. Or even worse: the shot backfires and the newly designed brand suddenly no longer performs – as Bahlsen recently had to painfully experience.

What is often overlooked: A new corporate design is not like a new coat. A new corporate design is a new style that needs to be cultivated. And to be developed further. Not only visually.

Guidelines are dead

So what can we do when ›classical‹ corporate design elements and guidelines can no longer keep up with the need for extensive content creation? One part of the solution lies in design management and can only be implemented in guidelines to a limited extent.

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If we look at successful brands, the communication and visuality of a brand cannot be detached from the strategic foundation of the brand. Rather, the core of the brand needs to be expressed. If a brand is hollow at its core, no amount of pretty paint can disguise that fact for a longer time. All parties involved, both inside and outside the company, will notice this imbalance in the long run.

It is different with companies like Apple or Patagonia. Here, the power comes from the core of the brand and is perfectly showcased in both communication and (product) design. To get to this point, a company or a brand needs exactly this strong foundation. A clear positioning as well as shared corporate values help to successfully bring vision and mission to life.

A strong brand foundation has another advantage: In times of ever shorter communication intervals, a brand can be managed with sufficient flexibility to remain interesting and distinctive at the same time. Because brands need leadership – more than ever before. In order not to drown. Neither in the sea of sameness, nor in a variety that does not reveal a common thread.

Content vs. Corporate Design

There was a time when we developed a corporate design based on the basic brand elements of logo, typography, color, imagery and maybe some design elements as well as an overarching layout behavior.

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But this model no longer works. It is outdated, or rather is being overtaken by the speed at which communication moves in the age of predominantly digital information channels. If you want to move up in the Instagram algorithm, you have to continuously put out a post. And the same goes for LinkedIn or TikTok.

But how does a brand manage to produce 365 relevant and visually appealing messages per year? Certainly not by always having different statements appear on the same color surface in a uniform font that all look the same when you skim over them. And also not by using a visual language that is super consistent and independent and gets boring after at least a month on social media.