Are you eroding your brand’s value?

There is much that goes on behind the scenes to ensure a brand is smart, strategic, and thoughtful. There are decisions about how the values of the organization are reflected in how the brand is manifested. That includes everything from color choices to the voice to symbols, styles, and more.

This work helps create a system for the brand designed to build brand equity with every execution and communication. That is no small point. A well-designed brand is one that is well-planned so the brand can grow stronger and richer. This is important because as it grows stronger and richer it increases in value.

Nurturing this brand value requires having respect for the work put into the brand. Consistency is huge in this effort.

Let’s freshen up the brand

I can’t tell you how much a comment like this irks me. I’ve seen it happen too many times over my years. Not that doing a brand refresh isn’t a valid decision under certain circumstances. But that’s not what this is. This is the reckless decision to make changes to a brand without first understanding everything that has been built. At peril here is the hard-earned brand equity that has been created over the years. That equity often isn’t measured. Which is sad, because it impacts the financials of the organization.