Fast Company: How do you build a brand to last?

I wrote an op-ed for Fast Company’s Co.Design section. Here’s an excerpt:

Over the past few years, we’ve seen major rebrands steal the spotlight. Here’s why companies should be thinking smaller.

The most powerful brands continually evolve. When a competitor gains ground or unveils a new positioning, the instinctive FOMO-driven reaction is often to embark on a brand refresh. But a full rebrand requires investment, time, and resources that can be challenging to justify, especially in this economy.

The truth is, a rebrand isn’t always what’s needed. In many cases, making purposeful, intentional improvements to the critical components of an existing brand identity can be equally impactful and significantly more resourceful than following the tradition of a large refresh every few years.

Brand leaders today regularly assess and build on what is working well and discard what isn’t. Grounded by an unwavering belief in what their business stands for and the foresight to stay ahead of the curve, they tap into the well-known business practice of continual optimization, which describes the process of steadily evolving every aspect of their brand.

Continue reading at Fast Company