Your official business brand starts with a logo and – hopefully – some guidelines about how to use it. But brand is far more than that: it’s about using words, symbols and imagery in careful combination, and using them consistently. Moreover, brand isn’t a single static concept: it grows and develops in tune with changes in the business. Brand is organic. And organic things evolve and decay if they aren’t cared for.
Healthy businesses change over time and a healthy brand must keep pace with these changes. Over time, whether from inside or outside the organisation, there are changes and developments that result in a strong risk of the brand identity dispersing and weakening.
There are a number of reasons why brands decay; here we’re going to look at just four of them:
The first point in the lifecycle of a business when brand decay is often observed is early on.
It isn’t just start ups that change: and more established organisations that are evolving may also experience brand decay.
In addition, when a business is growing, it’s tempting to avoid committing to employing more staff immediately. But relying on bought-out service providers can be detrimental to brand.
It sounds as if keeping things in-house might help. But this isn’t always a solution.
At Tantamount we specialise in language and image for print and screen: we are happy to help with brand ID, design and copy writing projects, but we especially like projects that include all these elements! Why not talk to us?