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

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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.

brand-thriceThe 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.


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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