Q: How do you reconcile the desire for a consistent brand that showcases who you are with the fact that as creatives we are always growing, changing, innovating? What may have been a great representation of your product/brand/identity 3 years ago might not be that today, or in 3, 5, 10 more years.
A: Way to go there! Such an insightful question and you are going to love the answer!
The life of any given brand is at most 4 years. So you are not bound by a decade long commitment to a blue, green, and black color palette. The truth is that your brand needs to evolve as you do if it is to remain a true representation of who you are and continue to attract the right kinds of clients.
I would add to this that you should *try* and commit to your brand for at least 1-2 years to allow time for brand recognition. You may be tweaking things in the process, but if you take the time on the front end to develop a true and beautiful brand then, 2 years should fly by.
Finally, though you may very well rebrand every few years, I would recommend not making it a “ground up” rebrand every time. Keeping some elements consistent as you change will help with brand recognition so you loose less people in the process.