A brand evolution is often the right choice
There are a lot of signs that it might be time for a brand change. Getting to the point of being ready for change is a big step. But often, it's deciding how much change is suitable for the company. We often break down the question in terms of brand evolution vs. revolution.
What's the difference?
Revolution is a much more complete reimagining and reinvention of a brand that aims to leave the past behind. Oftentimes, this can include changes to the name, logo, visual identity, colors and brand voice. It's definitely the extreme option and usually the choice for brands looking to distance themselves from the past either because of a merger/acquisition situation or something more toxic that makes it a necessity.
Most times, brands aren't looking to start over from scratch. It's too scary and often not the right choice. More often than not, the company has a foundation and brand equity that they want to preserve but want to refresh.
What does brand evolution look like?
Where it starts.
Every brand is different. There are multiple drivers that lead companies toward a brand change. In the case of our work with Buildertrend, it was centered around a perceived design weakness in their brand identity.
Buildertrend, the company behind the industries #1 construction management software, had matured and evolved in a very short time, but the brand didn't.
When they came to us, they felt like their branding no longer communicated what they were and what they wanted to say going forward.
For example, the logo mark incorporated a cloud icon which was then a popular choice with the emergence of cloud-hosted services. But as time went by, the software market became saturated with this iconography, and the idea of the cloud quickly became much less of a novelty.
Where it goes.
As with any brand evolution, we worked to refresh the identity while still preserving elements of their brand equity. Their cloud icon and soft logotype needed an update to communicate their competitive spirit, customer-empowering appeal, and the platform's robustness. It needed a remodel.
But, we knew that they had a lot already invested in the color blue. So, our new identity intentionally weaved in the light blue of their previous brand while pairing it with a darker blue.
Beyond the logo.
Our process for a rebrand allows us to help companies evaluate themselves and their culture way beyond logos and colors. For Buildertrend, it was no different. When we started to dig in with them, we could also identify behaviors rewarded in the company. What their true vision was. When we get the leaders in the room, we can help uncover where things align and where they don't.
The result of our discussions with Buildertrend, for example, allowed us to restate the purpose, mission, vision, and values of the company and ensure that the new brand, voice, and identity we're on solid ground.
Brand evolution is vital.
Visionary and proactive leaders know that the organization will fail if we merely invest time and energy into nurturing the status quo. Brand evolution is on the other end of that. You must be evolving like any organic species. Competitive threats and internal expectations demand it.
Charismatic companies keep evolving, growing, adding and shedding. So in that spirit, brand identity has to be a part of that progression. There's no better way to re-energize an organization, make the marketplace take a second look, and create buzz than to invest in the evolution of your brand expression.
Is your program or university on the verge of a brand evolution? Drop us a line, and we'll be in touch.
