Brands have a shelf life. They need to be refreshed every three to seven years depending on the industry to stay relevant and desirable. I wrote about this idea a couple weeks ago. Yet it begs the question, why must a brand be refreshed?
Brands are updated for two reasons: relevance and reflection.
Brands age and mature, and if they’re not maintained they fall apart.
You can see the aging process every time you redo your website. Typically a corporate website needs to be overhauled every 4 years. It starts looking tired in the third year, and dilapidated in the fourth. But the challenge with a new website project is it’s just the tip of the brand.
Last night we flipped the switch, and launched our new website. Welcome to version 2.0 of www.StickyBranding.com. (Let us know what you think. We’d love your feedback.)
We’ve been working hard on the new site since October, and it feels great to finally have it out in the world. We’ve gone through multiple iterations, re-written all of our copy and sweated the little stuff. It’s been a labor of love, but it isn’t even done yet.
Why do your clients choose your brand?
Many people are quick to respond to this question. They’ll answer with the first thing that comes to mind: their client relationships, a unique product feature, their price point, or their company’s reputation. Their answer can be completely valid, but it always leads me to a second question: did this point of differentiation happen organically, or was it a result of a purposeful brand strategy?