Experienced marketing professionals know that brands must evolve over time to stay relevant. Brand evolution often requires companies to shed certain negative, obsolete or otherwise unserviceable aspects of their historical image. However, companies should be careful not to lose any existing goodwill associated with their existing brand identity. Remember, keeping current, loyal customers is as important as attracting new ones.
Brand evolution need not entail an absolute overhaul. Sometimes a small change, such as relaying a core message or company doctrine in a new, different way, can be all a company needs to do for its brand to appeal to new audiences. In this way, companies can retain their existing customer base by staying true to core doctrines while also repurposing their brands to appeal to target markets into which they want to expand. If the core doctrines of a brand cannot be repurposed to attract the target market, it may be worth considering a more complete change in order to adapt and stay relevant.