When you first started your company, did you take the time to define and target your message? If you did, how has that message changed over the years? Does it still reflect the company you’re running today? Does it reflect the company you plan to run tomorrow? If your message has changed, that needs to be reflected in your brand identity.
Look at any successful company with longevity. Over the years, little tweaks are done to the identity to keep up with changes in messaging, and to display that the company is keeping up with changes in the industry and the world around them. We all want to be associated with a company that is relevant and up to date. Your brand should reflect that you are one of these companies.