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The Theory of Evolution

 

When the word ‘Evolution’ is mentioned, it is most commonly referring to Charles Darwin’s famous Theory of Evolution as set out in his book ‘On the Origin of Species‘. The scientific theory is well known, forming the basis of our understanding of the natural order and biodiversity; though it has many vocal opponents, it is widely considered to be the most likely cause of the wide variety of life on our planet. So where does this come into your brand? We’ll get to that.

 

The word ‘Evolve’ predates Darwinism by at least two hundred years. The original use of the word was in around 1635-1645. The word originates in Latin; ex, meaning to make and volvre, meaning to roll or unfold. Together the term evolvre means to make more complex or to develop. Interestingly, the word had never come up before the 1630s, despite language evolving in this way.

 

The Evolution of Ideas

 

Most people know that evolution is about the long process of creatures changing to other forms. Natural selection is the key process that runs evolution; the idea that an organism that is more suited to it’s environment will live longer than one that is ill suited. Species will have more chance of surviving if they have characteristics that help them. Arctic environments suit a polar bear as it has thick, white fur to keep it warm and help it blend in – a brown bear would struggle as it is not adapted to the environment.

 

Ideas also evolve in a similar way. Artists rarely have a fully formed idea when they begin a piece of work. Even scientists and inventors must evolve their ideas when a challenge is faced. The finishing point sometimes bears little resemblance to the starting point as ideas change and grow. In art this is especially important as it gives the freedom to pursue ideas that may seem wild and highly experimental, but ultimately may yield impressive results.

 

Like in the animal kingdom, when it comes to ideas evolving only the strongest survive. Weak ideas give way to strong ones as the process continues, leaving only the best ideas to work from. In design an idea may go through many iterations, evolving and changing to better suit the brief. Not all strong ideas are good ideas; a technically brilliant piece may not be used if it is not suited to the task. Like in nature, if something does not fit it’s purpose, it will not survive the process.

 

Evolving Your Brand

 

It is important to allow your branding to evolve. Whether you are working on a small piece of it or the overall brand identity, it is an extension of who you are as a business and must be strong to survive. Brands that evolve naturally better speak of a company’s values and ideals. Forcing ideas you have seen elsewhere into your brand simply because you like how they look often has a negative effect. Using ideas that do not fit the purpose damages a brand. By using the most suitable ideas a brand can more clearly get it’s message to it’s consumer, allowing for less wasted time and money.

 

These processes take time however. There is no quick fix to allowing a brand to evolve. Evolution occurs naturally over time; making mistakes is important to allow for learning. A brand identity is more than just the design behind it, but needs for the brand owner to live the ideal of the brand. If you want a friendly, personable brand you need to be friendly and personable. If you want a professional look and feel to your brand then you need to act professional. Here are a few ways that you can evolve your brand.

 

Identify your qualities

To build a solid brand you will need to identify what consumers see in you. What qualities, experiences and values do you want to get across?

 

Think about your business

Think about every aspect of your business – if your customers associations with your brand are different from your image, consider what you are offering and how you are offering it. Look at amending your customer service or marketing strategies.

 

Don’t ignore customer impression

Do not use images and designs that do not reflect an accurate representation of your brand. Customers will go elsewhere if their expectations are not matched. If you can deliver on promises made in your brand, you will gain customer loyalty.

 

Create consistent messages

It is important to ensure that all aspects of your business are working together to form cohesive branding and that they stick to it. A company that sends mixed messages to customers is unlikely to gain continued business from them.

 

Develop a distinctive visual presence

A brand should be recognisable not just from a logo but from all materials that represent it. Look at the colours and shapes you use in your marketing and ensure they represent your brand.

 

Use your branding

You should apply your branding to all your marketing materials, stationery and websites, social media and printed materials. If you cannot do this yourself, employ a designer to assist you.

 

Involve your staff

Your staff are ambassadors for your brand and their behaviour reflects on the company so make sure they help to build the brand. It is important that they put across the brand ideals in their interactions with customers and clients, hence cementing the brand identity.

 

Remember, there are no shortcuts in evolution. You should not take shortcuts with your branding.