It’s usually a product or service that’s exceptional, unique, or needed in the marketplace. Eventually, those businesses hit a plateau. Or even a wall.
The cause? Usually a competitor steps in with new ideas that make the trailblazing product or service seem ordinary. And whether you’re talking about your branding, your marketing, or your product mix, this really underscores the lesson that today’s best answer may not be tomorrow’s.
Let’s talk about the ways effective branding can be nimble to evolve with your business. Yet stand tall with the sturdiest of footing. This takes discipline, courage, and above all, a plan.
At FUEL, we pride ourselves in making sure our clients have a solid foundation beyond products and services – like clarity around beliefs and behaviors – before we build on their brand. Then, over the years, it’s easier to evolve and adjust when needed.
And it will be needed.
Bill Bollman is FUEL’s Creative Director. Before co-founding FUEL in 2001, he worked for Horizon Communications, JW Morton and Basler Design Group. Bill studied Illustration at Hawkeye Tech in Waterloo, Iowa. An expert in the “old ways” of hands-on print production, these skills influence his work in the digital world to this day. His work throughout his career has been featured in international publications including Graphis, How International Design, Communication Arts, and The One Book as well as numerous design annuals and reference books.