How to make sure your brand is never out of touch

Let go of the idea of your brand as a static identity.

Honestly, the idea of a brand book as the ultimate blueprint of a brand’s identity feels about as modern as a flip phone.

Today, brands operate in a world that’s shifting at the speed of light, where cultural, societal, economic, and technological changes are happening faster than we can say 'consumer trends.'

Static identities just don’t cut it anymore.

You gotta be fluid, man.

Because consumers have evolved, too. They're inundated with a never-ending stream of brand touchpoints. Every ad, every tweet, every email contributes to their perception of who you are.

A static, one-dimensional narrative? Yesterday’s news.

But then, how the heck do we approach brand identity? Adweek says to think of it like a mosaic.

And it’s a beautiful way to look at the multidimensional nature of your brand.

Each interaction, every campaign, every product launch is a unique tile that forms a bigger, more intricate picture.

And just like a mosaic, a brand identity catches light differently depending on the perspective—adapting and resonating in real-time.

Think about Nike. They don’t simply sell sneakers. They align their messaging with social movements.

Apple doesn’t just launch products. They create an ecosystem that feels like the future.

Fenty Beauty doesn’t just sell makeup. It redefines inclusivity, reshaping industry standards and celebrating individuality.

All three brands master the art of shaping identities that stay relevant by reflecting the world their consumers live in.

Here’s the thing, though. As the number of brand touchpoints multiplies, maintaining cohesion can feel like wrangling an octopus on MDMA.

So how do you keep your mosaic looking like a masterpiece instead of a hot mess?

Prioritise vibe over rules. The old-school approach of rigid logos, colours, and tone-of-voice guidelines is too stiff. Instead, focus on the mood, energy, and emotional core of your brand. What do you feel like in every interaction?

Stay flexy. Being adaptable doesn’t mean being chaotic. It means leaning into the fluidity of culture and consumer behaviour. Your core values stay the same, but how they’re expressed can (and should) evolve.

Let AI be your paintbrush. AI is your secret weapon for weaving consumer sentiment into your brand mosaic. Whether it’s analysing trends or helping you localise messaging, use it to stay one step ahead.

But where does this fluidity leave your brand tone?

Traditionally, voice guidelines were part of a brand's guidebook. They acted as a safety net, ensuring consistency in every ad, every post, every interaction. Brands could rest easy knowing they weren’t veering off course.

But this rigidity also often stifled creativity, leaving little room for evolution or responding to the pulse of the moment.

Fast-forward to today, and shaping your brand’s voice is far less about rulebooks and much more about collaboration. It's totally ok (and beneficial) to refine and build upon your TOV to create something that resonates in real time.

Brand voice is no longer just crafted by a solitary brand manager.

It should be the product of various perspectives. Marketers, designers, content creators, and social media managers should all have a say.

This collaborative process allows for greater flexibility in tone, making it possible to fine-tune the brand’s messaging for the context, audience, or cultural moment.

Whether it's a witty tweet responding to a trending topic or a heartfelt post addressing a societal issue, the brand’s voice has to feel authentic and in-the-moment.

What’s crucial here is balance.

Yes, consistency is still important. But now it's about ensuring the tone aligns with the moment and doesn't come across as tone-deaf.

This keeps the brand fresh and reflects its understanding of the ever-changing world around it.

And how do you accomplish this? By learning who your audience is and understanding what drives them. Then, speak to what matters to them most.

In an era where data is king, the evolution of brand identity hinges on a brand’s ability to personalise.

Consumers expect brands to understand their needs, values, and behaviours without ever feeling surveilled.

Take Spotify, for example. Their annual Wrapped campaign isn’t just a year-end recap and headache for Apple Music users (me.)

It’s a showcase of perfect data-driven personalisation.

By using listener data to create hyper-tailored experiences, Spotify engages its users by making them feel seen. It transforms a functional music platform into something that creates a cultural moment, year after year.

The challenge for brands is to integrate personalisation into their identity without sacrificing authenticity.

Use data to build relevance but stay true to your brand’s overarching story.

When you get the balance right, every tile of the mosaic reflects the individual consumer’s experience while still contributing to the collective whole.

Your brand's identity is a living, breathing entity—one that evolves, grows, and reflects the world around it.

-Sophie, Writer