The Art of Brand Evolution: Anchor in Familiarity

When introducing Apple's famous Think Different campaign, Steve Jobs famously said, "Even a great brand needs investment and caring if it's going to retain its relevance and vitality." 

Jobs went on to say a core question that needs to be asked of your own brand is "where do we fit in this world and what do we stand for?"

Being able to answer such as fundamental question about your brand can help marketers not to lose the core elements of a brand that anchor it in the minds of customers even while their products and services evolve to meet ever changing customer needs. 

Companies like Apple and Netflix have managed to thrive by anticipating changing customer needs and evolving accordingly. Conversely, brands like Blockbuster and Kodak faltered due to stagnation and a lack of future-sensing.

Balancing Evolution with Familiarity

The process of evolving a brand while maintaining its essence is both an art and a science. Successful brands balance these forces by being deliberate about what to change, what to preserve, and how to communicate those decisions effectively. 

Familiar brand elements - such as logos, taglines, and core values - serve as anchors during transitions. They provide a sense of continuity, fostering trust and emotional connection. For instance, Nike's consistent "swoosh" has reinforced its identity over time.

Excessive or abrupt changes can alienate loyal customers. The Gap's 2010 logo redesign faced significant backlash, prompting a return to the original design within days.

Here are some top tips on how to achieve this:

Conduct a Brand Audit: Discover What Matters Most

Start by identifying the elements of your brand that evoke trust and familiarity. These may include scientific rigor, commitment to patient outcomes, or specific products that have become cornerstones of your identity.

• Tip: Engage customers and healthcare professionals to understand what they value most about your brand. Consider how those elements can remain central as you adapt to industry changes.
• Example: Pfizer’s long-standing reputation for scientific excellence helped anchor its COVID-19 vaccine rollout. By maintaining a consistent commitment to transparency and evidence-based messaging, Pfizer reassured the public while navigating an unprecedented global challenge.

Implement Iterative Changes: Small Steps, Big Impact

In life sciences, where credibility is paramount, sudden or drastic changes can create uncertainty. Gradual, measured updates signal growth while allowing stakeholders to adapt.

• Tip: Use pilot programs or region-specific rollouts to introduce updates before expanding globally.
• Example: Thermo Fisher Scientific has modernised its brand over time by refining its visual identity and product offerings while consistently anchoring its mission to “enable customers to make the world healthier, cleaner, and safer.” This iterative approach has strengthened its market position without compromising familiarity.

Engage Stakeholders: Build Evolution Together

Involving key stakeholders—patients, clinicians, researchers, and employees—in the evolution process can foster trust and buy-in. Their insights ensure that changes align with both market needs and brand values.

• Tip: Host advisory panels with healthcare professionals or patient advocacy groups to gain input on branding updates or new initiatives.
• Example: Roche engaged its global network of researchers and healthcare professionals when rebranding its diagnostics division. This collaborative approach ensured alignment with the brand’s focus on innovation and patient-centered care.

Maintain Core Identity: Anchor in Your Purpose

For life sciences organizations, the mission to improve health and save lives is often non-negotiable. While visual and messaging updates can signal progress, your purpose should remain a guiding constant.

• Tip: Reflect your core mission in all brand evolution efforts, from product development to corporate social responsibility initiatives.
• Example: Johnson & Johnson consistently ties its brand updates to its Credo - a statement of its ethical and social responsibilities. Whether modernising its logo or introducing new products, the company’s unwavering commitment to improving health outcomes remains evident.

Communicate Transparently: Change with Clarity

Customers of life sciences companies value clear communication, especially during times of change. It's important to explain the reasons for evolving your brand, and highlight the benefits to your audience while reassuring them of what will remain consistent.

• Tip: Use storytelling to share the rationale behind changes. Highlight the connection between innovation and improved patient care.
• Example: When AstraZeneca introduced a refreshed visual identity, the company emphasised how the changes reflected its scientific innovation and global health impact. By showcasing its dedication to advancing healthcare, AstraZeneca reassured stakeholders of its enduring mission.
  
  

Empowering Employees During Transitions

Employees are vital ambassadors of brand evolution. To support them:

• Provide Clear Communication: Articulate the vision and reasons behind changes to align understanding.
• Offer Training and Resources: Equip employees with the necessary tools to embody and advocate for the evolving brand.
• Encourage Feedback: Create channels for employees to share insights, ensuring they feel valued and heard.

By thoughtfully integrating change with familiar elements, empowering employees and honoring both their legacy and future, brands can innovate while preserving the trust and loyalty of their customers.