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

In a time when consumer expectations and market trends are constantly evolving, the ability to adapt and renew the brand platform is essential to maintain 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

In particular, there are 3 macro trends that everyone must relate to: Digitalization, Sustainability and Diversity. We'll go through each one and what we think it means for brands.

1: Digitization:

Technological innovations have changed 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 need to 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 provides the opportunity to deliver personalized experiences, driving customer loyalty and engagement.
Understanding digital etiquette: Technological advances also require an understanding of how to maintain ethical use of data and technology, which becomes an important part of a brand's reputation. GDPR has thankfully 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 gone from being a trend to a basic 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 the number is growing.

For the brand platform, this means:

Integrate sustainability into the value base: 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 eco-conscious consumers
Innovation for sustainability: Brands can also use sustainability to drive innovation and use their innovations as evidence of their environmental mindset. Think the cork for Coca-Cola, or the edible plates used by the Øyafestivalen.

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 in communication: Brands need to be inclusive through their communications to show that they value difference. 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 all about internal pride and internal rules. That culture needs to move 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 the brand platform is crucial 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 to hang the need for change on:

Declining sales/market share: If the brand no longer understands or addresses customer needs, wants and tastes in a satisfactory way, it can be a clear sign that the brand platform needs adjustment. This can be reflected in lost market share, declining sales or low customer satisfaction.
Indefinable competitive advantage: If the brand loses its unique position in the market and no longer stands out from competitors, it may indicate that the brand platform needs an update. Competitive advantages can weaken over time due to changing market conditions and competitors' actions.
Internal inertia: If the organization is unable to meet the changing trends in the market, such as technological advances or shifting consumer habits, it may be time to adjust the platform to be more in line with current realities. Typical signs are that it takes a long time to introduce new technology.
Low engagement and interaction: It could be Net Promoter Score, fewer calls to customer service, number of social media comments or other things. The bottom line: If customers are no longer engaging with the brand, participating in conversations or showing interest in its content, it suggests that the brand platform no longer appeals to them. Low engagement affects brand 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 reputation events: If you experience negative feedback due to actions or decisions that don't align with your brand's original values, this may indicate that your brand platform needs an overhaul to restore trust and credibility.
Change in top management/ownership: Most owners and managers want to make their mark on the brand. Therefore, changes in leadership 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 the changing needs of your customers. Do market analysis and see in which direction you should move. Invest in researching trends and consumer behavior. Talk to people.

When you see the direction you need to move in, 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 should be kept? It's rare that all core values are thrown on the boat, but some may turn out not to match the current market. But good core values often stand the test of time, so by all means use this process to highlight and hold on to the values that really matter to the company!

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

But don't let go 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 succeeding? 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 impact of interventions, learn and update

The most important outcome of a brand platform update is often the introduction of more flexibility. The discovery that your brand can move with the times, as long as you have the will to take the market seriously and do the work to constantly learn and evolve.

Examples of a changed brand platform

We see many examples of brands embracing the times we live in. Thankfully, they are. They're changing their communications, updating their products and creating content that engages and solves problems.

McDonald's - from international speed to local engagement

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 communication to adapt to changing consumer trends and societal expectations.

In the past, McDonald's was primarily known for quick meals 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 shifting trends and address health and nutrition concerns, McDonald's underwent a comprehensive change in its value proposition, messaging and product development.

They introduced a more diverse menu that included healthier options such as salads, fruit 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 the product changes, McDonald's began communicating more openly about its sustainability initiatives such as the use of locally grown food and the reduction of plastic waste. The ads are now more about proud Norwegian farmers. They also launched other campaigns promoting their commitment to local communities, youth employment and support for charities.

This change 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 parcels. Dull and boring. Outdated. But in recent years, they have really dared to take their values - "takes responsibility", "plays as a team" and "wants more" - into messages that bring their brand into the present.

It began with the Palme d'Or-winning Christmas campaign "When Harry met Santa", which follows the aging Harry as he falls in love with Santa. By all means, watch the full video if you haven't already. Here, Posten manages to include LGBTQ in a fantastic way. At the same time, they connect with the positive "post" feelings; something exciting is coming and it's Posten that delivers 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 the message was delivered in multiple forms. A brand platform needs to 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 not only delivers parcels, but also participates in important life events. This represents a change in how Posten wants to be perceived by the public.

What about your brand platform?

Is there anything out of place? Do you recognize any of the signs that your brand is out of step with the times? Do you need help evaluating and updating your brand?

Get in touch with us. We're happy to help.