There’s a strange thing that can happen when you work with a brand long enough: you start to get tired of it.
You’ve used the same colors, fonts and visual elements in your graphic design for years. You’ve said the same things and posted variations of the same ideas, over and over.
So you start thinking that maybe you should change things up.
Before you do, consider how your audience feels. They’re seeing far less of your brand than you are.
What feels repetitive to you is what makes your brand recognizable to them. Color in particular is very powerful when it comes to brand recognition. Research from Loyola University found that color can increase brand recognition by up to 80%.
And with the introduction of AI search tools, consistency in messaging is perhaps more important than ever. As AI search tools pull information about brands from multiple sources, inconsistent brand messaging has been shown to reduce the likelihood of your brand being cited by AI.
That tired-of-it feeling is actually a good sign. You’ve been disciplined in your consistency and your brand is strong because of that. Your brand’s personality, promises and visual language are becoming recognizable to your audience without them having to even think about it.
Am I saying your brand should never evolve? No. There’s a big difference between strategic evolution and changing things because you’re bored.
Before you reach for a new color to add to your palette or make tweaks to your logo, ask yourself: Does this serve our audience better, or do we like it because it’s new to us?
Sometimes the strongest branding decision you can make is to leave something alone and let consistency do its job.
Need help building something your audience will recognize, remember and trust? We’d love to chat.
