There are always the few fearless CEOs who are eager to evolve and change their brand identity  - but most would rather wait until the last possible minute, before it’s almost too late.

Every year will bring new economic challenges, advanced technology and a slightly evolved target audience. A new or refreshed brand identity requires a vigilant strategic focus, advanced planning, and obsession to detail.

Although you must face your fear and change with the times – there may be challenges you face when changing your brand:

Challenge: Building excitement and understanding
SOLUTION: Have your design team prepare a rationale that romances the new brand ideas, accompanied by storyboards and exciting imagery.

Challenge: Helping people make the connection between old and new
SOLUTION: Make sure the design agency does the proper research on the history and finds a creative way of integrating it into the new identity.

Challenge: Creating and maintaining brand consistency
SOLUTION: Make sure your creative firm provides you with a Graphic Standards Guide once the new brand is in place. This will help in-house staff carry the brand identity through ongoing marketing materials.

Challenge: Helping people who have trouble with the change through a transition
SOLUTION: Accept the fact that there will be resistance from a few board members. The best way to handle this is to make sure their voice and opinion is heard.