Creating a brand that is trend proof is important today, considering how fast things change both online and off. Take for example Weight Watchers recent rebranding campaign. Though they have been successful for over 56 years they needed to evolve and change their message.
The logo and wording was scaled down to a WW and a new tagline if “Wellness that Works”. The representation and renewed focus on health, fitness and feeling your best rather than ‘loosing’ weight.
According to CEO Mindy Grossman, “We are becoming the world’s partner in wellness, no matter what your goal is-to lose weight, eat healthier, move more, develop a positive mind-set or all of the above-we will deliver science-based solutions that fit into people’s lives.”
There are industries, just like WW that require an overhaul of their brand and messaging from the ground up. And there are brands such as Bank Of America that need a bit of “adjusting”. Bank of America’s brand change was so subtle some missed it. While subtle, the change is notably the financial institution’s first since it was founded two decades ago with the merger of NationsBank and BankAmerica.
Unfortunately, it’s not easy to have an indelible brand such as those companies that remain strong and recognizable for decades and that have the expansive budget to undergo rebrands as needed.
Call it trend proofing your brand, future proofing it, whatever you like – here are a few tips to ensure you experience the greatest possible success when branding your company.
Remember that a brand is not a fad – it’s relevant and timeless. When creating your brand, it’s essential that you realize what branding is, and what it is not. So many times, what began as an attempt at branding ends up being a trend.
What a healthy brand does. A strong brand is built by having a hand on the “pulse” of what the target market wants and needs. A brand that lasts should also be one in which deep relationships are developed with consumers and cultivated across all medias.
Strong brands do not compromise objectives and core values, but do adapt to market conditions. Essentially, maintaining a strong brand means that you are committed to excellence in your service or product across generations. At the same time brands need to grow with culture and technology as in the case of WW and the revamp of their subscription based website and app.
Have a brand promise and clearly defined message. Consumers should clearly recognize your brand and what it stands for.
Keep all of these elements in mind. Color, balance, harmony, consistency – all of these graphical elements are essential in developing a strong, trend proof brand. Your visuals must strongly communicate and support your brand message.
Think about the past and the future rather than the present. Many companies make the mistake of thinking only of what the consumer wants in the moment. In order to enjoy longevity with your brand, it’s important that your products and ideas are developed around what was popular with your market yesterday, and what they will want in coming weeks, months and years.
Is your brand trend proof? Make sure that it doesn’t turn into a fad or fade away quickly from the minds of your target audience by giving it a solid start. Consider hiring a professional who can help you create a brand through professional design, strategy and messaging that will stand the test of time.