The Importance of Evolving Your Brand



We can all name certain brands that have stood the incredibly hard test of time. Brands such as Nike, Coca-Cola, Chanel, Apple, and McDonald’s are household names across the globe, recognized by their products, slogans, logos, and much more. What has made these brands so successful? They are constantly evolving and reinventing themselves.

Consumers see new brands pop up in stores all the time. In any given product category, it is easy to name at least a dozen brand names – new and old. Some are more recognizable than others, but in reality, brands in many product categories have some stiff competition. However, brands that evolve with the times and with the trends are those that stay on the shelves for the long haul and eventually beat out the competition.

To get a feeling for how much a brand can – and should – evolve over time, check out this incredible video from Nike.


Not only does this fascinating video show how much Nike has developed its product over decades, but also how it’s staying true to its purpose and vision.

We can’t predict the future, and we also can’t necessarily predict what customers will want in one year, five years, or even three months. That’s why your brand needs to evolve. Those at the steering wheel need to be open to everything new, challenging, and even scary. Because if a brand doesn’t take chances, it stays at a standstill, and with the fast-paced world we live in, those at a standstill are quickly left in the dust.

Now, evolving and growing your brand doesn’t mean you have to start from scratch every season and conform to what every other brand is doing. Evolving your brand means staying true to your brand’s mission, while updating and revamping various aspects so you can attract new customers – but also remind current customers why and how your brand is staying relevant. Whether this is reinventing the running shoe, introducing a new and improved tablet, or re-working your company’s slogan to better speak to your customers, re-inventing your brand and its product or service is a key tool for success in 2014 and the years to come.


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