“Timeless” as a brand identity concept is usually the ultimate goal for most small businesses; it’s intentionally designed to transcend ever-changing trends and avoids you having to rebrand every 2-3 years.
But…you knew this but was coming…when you’re thinking of rebranding your small business it’s important to recognise that not every brand needs to aim for a timeless aesthetic. Depending on your target audience and industry, a more dynamic and evolving approach to branding may be more effective.
Let’s explore two key reasons why your brand might not have to aim for a timeless brand identity…
One: Industry Dynamics
First and foremost, the industry in which your small business operates can significantly impact the relevance of a timeless brand identity. Some industries, such as the wedding industry, fashion, tech and even beauty, experience rapid and constant change, this is often reflected through design and logos. In these dynamic environments, staying ahead of the curve and adapting to new trends can be more valuable than sticking to a timeless image.
The wedding industry is the perfect example of this; font styles and colour palettes move in and out of trend quicker than the seasons within this industry. Whilst trends within the wedding industry are often inspired by those within the fashion and design industry; it’s really important to work with a Designer who has experience within this industry and gain a deep understanding of who you want to target. Which leads me nicely on to reason #2…
Two: Your target audience
Your target audience plays a pivotal role in shaping your brand identity. If your dream client base consists of younger, fashion-savvy individuals who are accustomed to quick changes and have short attention spans, a brand identity that remains static for too long may appear out of touch and unattractive. On the other hand, if your audience values tradition, heritage, and stability, a timeless brand identity could be more suitable.
Consider a beauty brand that caters to Gen Z consumers. Gen Z are known for their love of fast fashion and new trends. In this case, a brand that evolves and embraces change is more likely to resonate with its audience.
To wrap up
Whilst a timeless brand identity can be a suitable choice for many businesses, it’s not a one-size-fits-all solution. Depending on your industry and target audience, embracing change and adapting your brand identity to suit the evolving landscape can be a wise decision. In the end, what matters most is aligning your brand identity with your business goals and the needs and preferences of your clients.