Brand Once, Brand Twice: 3 Reasons Why You Shouldn’t Brand Thrice

Branding your company the first time always seems hard enough. Yet after a few years, your brand inevitably goes through a “growing up period”. In this phase, we see brands literally grow from “young” and
“immature” to more “grown-up”. This is a natural evolution of your brand — and it happens to most all brand in their formative years.

The trick though, once you brand has “grown up” is to NOT rebrand again if at all possible. Here are the 3 main reasons you should never brand thrice.

1. Give Your Brand a Chance to Mature. Just like you need and want the time to create your own identity after you graduate from high school, your brand needs time to grow into itself. It needs time to evolve and come into its own.
2. Resist the Urge to Tweak. I know, it’s hard to resist. But once you have your brand established — stick with it. You put a lot of time, energy, and thought into crafting your brand position. Don’t let the latest idea, product, or ad campaign derail your brand. Stay true – you’ll be glad you did in the long run.
3. You Have to Earn Top of Mind Awareness. You simply have to give your target audience the opportunity to come to understand and appreciate the nuances in your brand over time. And the first person who is going to get tired of your brand — is YOU. You must remember that a significant portion of your audience has not heard of your brand, and an equally significant portion is only just becoming aware of your brand. Changing your brand a third time is going to eliminate this audience from those who know your brand.

It’s natural to evolve your brand once, it’s even predictable that your brand will evolve twice — but just say no to brand evolution thrice.