“Insanity is doing the same thing over and over again and expecting a completely different result,” said Albert Einstein. But in the context of branding, we wonder if it’s not just as much insanity to do the same thing as last year and expect the same result?

In an era where consumer expectations and market trends are constantly evolving, the ability to adapt and innovate the brand platform is essential to maintaining relevance and competitiveness.

This article will go through

The trends driving change
How to recognize that your brand platform needs to evolve/change
The steps to develop the platform
Examples of good changes

3 societal trends driving change

There are 3 macro trends in particular that everyone needs to address: Digitalization, Sustainability, and Diversity. We will go through each one and what we think it means for brands.

1: Digitization:

Technological innovations have transformed the way consumers interact with brands. From AI-powered customer service to personalized experiences, digitalization is having a profound impact on how brands build relationships with customers and deliver valuable content.

For the brand platform, this means:

Embrace the digital shift: Brands must embrace and utilize technological advancements in their services and products to improve user experience and keep up with the expectations of modern consumers.
Tailor experiences: Technology enables the delivery of personalized experiences, which strengthens customer loyalty and engagement.
Understand digital etiquette: Technological advancements also require understanding how to maintain ethical use of data and technology, which becomes an important part of a brand’s reputation. Fortunately, GDPR has pushed many in the right direction here, but the brand platform needs to reflect that too!

By adapting to technological trends, brands can build deeper and more meaningful connections with their customers.

2: Sustainability:

Sustainability has moved from being a trend to becoming a fundamental expectation among modern consumers. Brands that actively take steps to reduce their environmental footprint and promote ethical practices tend to attract a larger share of conscious consumers. And there are more and more of them.

For the brand platform, this means:

Integrate sustainability into your value proposition: Sustainable practices must become an integral part of the brand's core, from production to packaging and distribution.
Communicate what you do: Brands should clearly communicate their sustainability initiatives to build trust and attract environmentally conscious consumers
Innovation for sustainability: Brands can also use sustainability as a driver for innovation and use their innovations as evidence of their environmental mindset. Think of the Coca-Cola bottle cap, or the edible plates used by Øya Festival.

3: More diversity and more inclusion:

Modern society values diversity and inclusion more than ever before. Brands that embrace diversity and inclusion at their core not only signal social responsibility, but also appeal to a wider range of customers.

For the brand platform, this means:

Incorporating diversity into communications: Brands need to be inclusive through their communications to show that they value diversity. But it has to be genuine. Look at what the Post Office did with its When Harry Met Santa campaign.
Representation: Brands should ensure that their advertising, marketing and visual identity represent different cultures, genders, ages and backgrounds.
Internal Culture: To support diversity, brands must also have an internal culture that promotes inclusion and respect. A brand platform is a lot about internal pride and internal rules of the game. That culture must keep up with the times,

Overall, the trends driving change are a stark reminder of the importance of keeping a finger on the pulse of societal developments. Adapting to these trends in your brand platform is essential to building a relevant, credible and attractive brand that appeals to today's conscious consumers.

How to recognize the need for brand platform change

The signs that indicate a brand platform needs adjustment to remain relevant can be varied, but here are some pegs on which you can hang the need for change:

Declining sales/market share: If the brand no longer understands or addresses the needs, wants, and tastes of its customers satisfactorily, it may be a clear sign that the brand platform needs adjustment. This may be reflected in lost market share, declining sales, or low customer satisfaction.
Undefinable competitive advantage: If the brand loses its unique position in the market and no longer stands out from its competitors, it may indicate that the brand platform needs an update. Competitive advantage can weaken over time due to changing market conditions and competitor actions.
Internal inertia: If the organization is failing to meet changing market trends, such as technological advancements or changing consumer habits, it may be time to adjust the platform to be more in line with current realities. Typical signs include a long time to adopt new technology.
Low engagement and interaction: It could be Net Promoter Score, fewer customer service calls, number of social media comments, or other things. The bottom line is: If customers are no longer engaging with your brand, participating in conversations, or showing interest in your content, it’s a sign that your brand platform is no longer appealing to them. Low engagement impacts your brand’s visibility and reputation.
Lack of innovation: If the brand has not been able to introduce new products, services, or approaches to meet changing needs or trends, it may indicate a stagnation in the brand platform.
Negative reputational events: If you experience negative feedback due to actions or decisions that are inconsistent with your brand's original values, this may indicate that your brand platform needs an overhaul to restore trust and credibility.
Change in senior management/ownership: Most owners and managers want to leave their mark on the brand. Therefore, changes in management will usually require an adjustment of the brand platform to reflect new goals and values.

Recognizing these signs in time and responding proactively with necessary adjustments to the brand platform can help a business maintain relevance, attract customers, and succeed in a changing market.

The steps to customize your brand platform

“OK, we have to do something!”

But what?

It all starts with understanding what’s happening. And not just on a global trend level, but what’s actually happening with your customers and in your market. You need to map and understand the current market dynamics and customers’ changing needs. Do market analysis and see in which direction you should move. Invest in research into trends and consumer behavior. Talk to people.

When you see which direction you need to move, you need to look at your existing brand platform and figure out what it takes to succeed. What needs to change, and most importantly: What needs to be kept? It’s rare that all core values are thrown away, but some may not quite match today’s market. But good core values often endure, so by all means use this process to highlight and hold on to the values that really matter to the company!

With the value foundation in place and a genuine understanding of the market and trends, it is mostly about a creative process to find/adjust the design manual and tone of voice that ensures a stable brand platform.

But don't give up there.

The really good ones also make sure to set goals for what the updated brand should achieve. They use various KPIs to make sure the brand is moving in the right direction, and they continuously evaluate whether adjustments need to be made. What is working? What can we do better? What should we stop doing?

Let's summarize:

Market analysis and research on trends
Evaluation of existing brand platform
Identify the core values that should remain intact
Adjust design framework and tone of voice
Monitor the impact of measures, learn and update

The most important result of a brand platform refresh is often the introduction of more flexibility. The discovery that your brand can move with the times, as long as you are willing to take the market seriously and do the work of constantly learning and evolving.

Examples of a changed brand platform

We see many examples of brands embracing the times we live in. Fortunately, they are changing their communication, updating their products, and creating content that engages and solves problems.

McDonalds - from international speed to local commitment

A very clear example of a brand that has changed its values and messaging to keep up with the times is McDonald's. The fast food chain has undergone a major transformation in terms of values and communications to adapt to changing consumer trends and societal expectations.

McDonald's was once known primarily for its fast food and affordable prices. But then consumer demands and societal focus began to change, with an increased focus on health, sustainability, and quality. To meet these changing trends and address concerns related to health and nutrition, McDonald's underwent a comprehensive change in its values, messaging, and product development.

They introduced a more diverse menu that included healthier options like salads, fruits, and chicken. They also committed to reducing the use of artificial ingredients and using more sustainable, locally sourced ingredients in their products. This was a clear shift towards embracing values related to health awareness and sustainability.

In addition to product changes, McDonald's began to communicate more openly about its sustainability initiatives, such as using locally grown food and reducing plastic waste. Its ads now focus more on proud Norwegian farmers. They also launched other campaigns that promoted their commitment to local communities, youth employment, and support for charities.

This shift in values and messaging has helped McDonald's adapt to changing consumer expectations and increase its appeal among customers who value healthier and more sustainable food choices. This example shows how even a large and established brand like McDonald's can change its values and messaging to keep pace with changing trends and consumer values.

Posten - From traditional postal service to emotional connection

Traditionally, Posten has been associated with handling letters and packages. Solid and boring. Outdated. But in recent years, they have really dared to take their values - “take responsibility”, “play on a team” and “want more” - out into messages that pull their brand into the present.

It started with the Palme d'Or-winning Christmas campaign "When Harry met Santa", where we follow the aging Harry who falls in love with Santa. By all means, watch the whole video if you haven't. Here, Posten manages to include LGBTQ in a fantastic way. At the same time, they connect to the positive "postal feelings"; There is something exciting on the way and Posten is delivering it.

What many people don't know is that Posten followed this up with internal campaigns around inclusion and LGBTQ. They took their brand seriously and made sure that the message was put out in multiple forms. A brand platform must address all aspects of the brand.

The "When Harry Met Santa" campaign is a brilliant example of how a brand moves from a purely transactional approach to creating a deeper emotional connection with customers. It emphasizes the value of emotional moments and diversity, and shows that Posten is not just delivering packages, but also participating in important life events. This represents a shift in how Posten wants to be perceived by the public.

What about their brand platform?

Is something off? Do you recognize any of the signs that your brand is not quite keeping up with the times? Do you need help evaluating and updating your brand?

Contact us. We're happy to help.