{"id":3775,"date":"2025-05-28T19:00:38","date_gmt":"2025-05-28T19:00:38","guid":{"rendered":"https:\/\/leap.staging.ribbitt.com\/leap-matter\/?p=3775"},"modified":"2025-05-28T19:18:43","modified_gmt":"2025-05-28T19:18:43","slug":"how-to-evolve-a-brand-while-staying-true-to-its-core","status":"publish","type":"post","link":"https:\/\/leap.staging.ribbitt.com\/leap-matter\/insights\/how-to-evolve-a-brand-while-staying-true-to-its-core\/","title":{"rendered":"How To Evolve A Brand While Staying True To Its Core"},"content":{"rendered":"\t\t
Evolving your brand is a lot like updating your favorite app \u2013 it needs to stay current to function, be user-friendly to avoid frustration, and look appealing to keep audiences engaged \u2013 but if you change too much, too fast, you risk alienating loyal users who flocked to your platform for a reason. In today\u2019s fast-moving world, brand core values must grow and adapt without losing their values and voice. This challenge is both an art and a strategy. Follow this brand-refresh guide for a step-by-step walkthrough of the most essential strategic steps. We’ll help you make sure your evolving brand identity is both authentic and effective.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
At the heart of any successful brand evolution lies a deep understanding of your brand\u2019s core values, a clear strategy for growth, and a commitment to consistent messaging. Whether you\u2019re refining your visual identity, refreshing your messaging, or repositioning in a changing market, it’s critical that your company masters innovation without disconnection. The most seamless brand evolutions hit three major milestones:\u00a0\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
Now that we’ve outlined potential pitfalls, let’s take an even closer look at how to balance brand core values with an evolving brand identity. The (matter) team strongly recommends working your way through each of the following guidelines to maximize the success of your brand evolution strategy.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
To continue the app metaphor above, think of your brand core values as the source code to its continued success: Altering the interface is fine, but tampering with the foundation can crash the whole system.\u00a0<\/p>
Your best path through this marketing minefield is consistent brand messaging, even as your brand’s personality, products, or services grow and adapt. Answer the following questions about your brand core values to maintain consistent brand messaging and stay grounded in your authentic purpose.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
Just because you can evolve your brand doesn\u2019t always mean you should. Like upgrading a wardrobe, you need to know whether it’s time for a seasonal refresh or a total style overhaul. Rather than spending precious time and resources when a brand evolution strategy isn’t even necessary, take a few beats to evaluate the external and internal signals that suggest it\u2019s time for change \u2013 or time to stay put.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
A brand is only as strong as its story, and that story needs to be told cohesively. In a multichannel world, mixed messages can dilute trust and cause audience confusion. Instead of initiating a complete departure from your original tone and content, focus on crafting a consistent brand messaging that creates alignment across every platform, from your website and social platforms to your customer service scripts.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
After you’ve revisited your brand core values, assessed your need for evolution, and ensured consistent brand messaging across your digital ecosystem, it’s time for the marketing rubber to meet the digital road.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
The American Kennel Club has diligently advocated for all the canines of the world for more than 140 years. This level of commitment is honorable, creates a trustworthy reputation, and has established the AKC as a stalwart of the non-profit community \u2013 but it’s also held the organization back. Outdated messaging left younger audiences behind, and the brand needed a modern refresh to engage Millennial and Gen Z demographics.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
The (matter) team approached the AKC brand evolution with dynamic energy, creating and launching a gorgeous new campaign that not only raised brand awareness but also connected emotionally with today\u2019s dog owners. Here’s how:\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t