The Evolution of a Brand

The Evolution of a Brand

You’ve created a brand identity for your association that seems to be working. Members recognize your logo when they see it on tote bags or postcards. They’re happy to refer colleagues and renew their own memberships.

Think your job is done? Think again!

In a recent newsletter, we mentioned the need for brands to change and evolve as the marketplace changes.

The ultimate example of brand evolution is Madonna, whether or not your a fan. Over the last twenty-five years, she’s gone from “Material Girl” to Marilyn Monroe lookalike to children’s book author to pop icon. While many eighties rockers are relegated to the bottom of people’s CD collections, Madonna remains relevant and in the public eye decades later.


But you don’t need such an extreme makeover to keep your brand current.

Just look at Apple. Their logo is iconic, and it’s undergone several redesigns since the mid-seventies. Remember that rainbow-striped apple they used between 1976 and 1998? It made sense because its color graphics were one of Apple’s main selling points. Now the company is known for the slick, streamlined appeal of the MacBook and iPhone, so their new logo reflects this new identity.

Brand enhancements like tweaking or simplifying your logo can improve your brand, but they’re not a cure-all.

Your association itself needs to evolve as well: for instance, getting involved in social media and facilitating two-way communication with members.

With strategic changes over time, you ensure that your association continues to grow alongside its members and maintain relevancy.

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