One of the tenets of a strong brand is its ability to stand the test of time. That’s the definition of brand longevity, really: the extent to which a brand can sustain its relevance, effectiveness, and competitive edge over time.
So, your branding should be designed to last. But how long, exactly, is it supposed to last? We’ll be answering that question, as well as a few others, in today’s blog.
What is brand longevity?
Brand longevity is about more than just how long a brand’s existed. It’s about how well that brand adapts over time, while retaining its identity. All brands need to evolve if they want to keep up with fluctuating market trends; the challenge is keeping your brand recognisable amidst those evolutions.
Benefits of brand longevity
There are, naturally, multiple benefits to successfully cultivating brand longevity, including:
- Long-term customer relationships. Obviously this is far from guaranteed (there are a lot more factors that go into building customer relationships), but organisations that maintain a consistent branding presence are more likely to foster trust and loyalty over time.
- Lower marketing costs. If you enlist an experienced creative agency to build your branding, the ideal outcome is that that branding will last, and won’t require any overhauls any time soon. The less you have to update your branding, the lower the costs in the long run.
How long should your branding last?
Obviously there’s no hard and fast answer to this question. Some brands are refreshed every few years, while others can go decades without any notable changes. You should never update your branding just for the sake of it, especially if your branding still feels as relevant as it did when it was first conceived. But if your branding is starting to feel out of touch or misaligned with your organisation’s values or offering, then it might be time to shake it up.
Tips for making your branding last
There are a couple of ways you can emphasise brand longevity. Here are some tips on making your branding last:
- Keep up to date with digital trends: While print marketing is still alive and well, most brands (whether B2B or B2C) would benefit from prioritising their digital and online marketing presence. This is particularly true of social media. When Twitter (or as it’s now, allegedly, called, X) started losing a sizable chunk of their user base over the last couple of years, many companies flocked to the life rafts of Bluesky, Mastodon, and Threads. While not every brand needs to be on every single social media platform, it’s important to know which of those platforms your audience inhabits, as this can be crucial in forming your online branding strategy.
- Listen to your audience: Listening to feedback from your audience can help you subtly adapt your brand to market trends, without losing the essence of what makes your brand unique.
Are there downsides to brand longevity?
If there’s a downside to brand longevity, it’s that the longer your branding remains effectively the same, the more your audience will get attached to that branding. That might not sound like a downside (especially since we basically listed it as a benefit earlier in this blog), but think of all the companies that, after decades of having the same branding, decided to finally shake things up. Sometimes it goes well, and consumers welcome the new logo or new packaging or new jingle with open arms. But, a lot of the time, the results are catastrophic. There’s a huge level of risk inherent in rebranding, especially in an era of social media where most people are chomping at the bit for something new to be angry about.
Conclusion: Brand longevity – how long should your branding last?
The most effective brands, and the brands that last, are the ones that remain recognisable without being afraid to adapt to a changing market. There’s no fixed shelf life for your brand- the key, above all else, is to keep it true to your values, and relevant to your core audience.