4 tips for successful brand evolution
After the last model has strutted down the catwalk at London Fashion Week, many retailers will be looking to evolve the eccentric designs into their brands. Phil Armstrong Creative has more than 25 years’ experience of evolving brands. Here are some of our simple tips:
1. Know your brand
Ask yourself: What is our ethos? You don’t necessarily need to change your brand in order to evolve – being clear and consistent is more likely to circulate success. Take Coca Cola for example, they have always stood by the same credentials but evolved in order to meet their consumers’ demands.
2. Target your audience
The audience of your brand often acts as the priority for evolution – they are the foundation to circulating success. Knowing who they are is just the starting point but what they want from you will play the largest role in your brand.
Listen to your audience. After London Fashion Week retailers will be targeting the trends seen to later adapt to their brands in order to meet customer demand. They could take their lead from brands with longevity, for example, Lego has always been the same product but they have adapted their sets to consumer trends such as Harry Potter and Star Wars.
Respond to your audience. Facebook is a good example of this – they have targeted their audience and listened to their needs to allow a mobile-friendly app to connect socially with friends or for promotional business purposes.About the author:
Phil Armstrong is an award-winning Art Director and Designer with over 25 years experience in brand design, marketing and advertising. He works directly or through design and advertising agencies for clients and brands throughout the world and can be reached or commissioned by clicking here.