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Brand longevity: how long should your branding last until you rebrand?

By Graeme Leslie

Graeme Leslie, Design Director, Designtastic

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: 

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: 

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.