Some experts have defined the brand as – ‘apparent value of the product a customer receives’. How big or influential your brand is – matters to a great degree! In some cases, changes in the brand occur out of desperation rather than out of need.
Are you ‘updating’ your brand out of desperation or need? Find out through the following thoughts. If these thoughts have occupied your mind while making the move, then certainly there isn’t any such fatal requirement to amend the brand identity.
1.) Everyone is changing, so will I
‘Context’ is a very critical word in the dictionary. Two brands are two different individuals. Their growth story is different from each other and so is the context. Let’s assume your rival brand may not be doing well. It needs a change in the brand image and so it did. But, why would you change your brand? It has a different history. Don’t be compelled to change just because others are changing.
2.) Change is trendy
Yes, subtle adjustments to tune in with the standards of Target Audience do work in your favor. But, doing it too frequently becomes rather an annoying thing. As a result, the buyer subconsciously perceives your brand as a moody one. And, moody personalities are not too trustworthy. Are they? Therefore, you should consider the minutest of the changes with a pinch of salt if your product wishes to retain a stable image.
3.) Change has assured returns
No matter how strategically you move, updating the brand identity always comes with some degree of risk. This feature is inevitable. Sadly, some entreprenuers associate modifying the brand identity with more profits. To give this thought a reality check, one should take branding as gambling (though the risk intensity is much lower). However, making amendments in your brand on the basis of strong market research and preferences of TA is almost not risky (may you not replace the word ‘almost’ with ‘for sure’).
On the contrary, there is a small section of brand-owners that suffers from the syndrome of “changing brand image too frequently”. Most of the business people rather need a wake-up call to update the product identity.