Brand Evolution

In the realm of social media, Brand Evolution is a term used to describe how a brand adapts, grows, and transforms its identity, messaging, visual aesthetics, and overall presence in the fast-changing digital ecosystem. Stagnation in this environment can lead to reduced reach and engagement and even lessened authority in the eyes of consumers. That’s why brands are constantly in motion — not just as a hedge against obsolescence, but as a motion of expressing relevance.

'Relevance' is being used here in both a positive and an aspirational sense, with most brands seeking to be relevant (that is: to have meaning and importance) in the minds of their audiences. This chapter will touch on why relevance is linked to authority; how brands might seek to achieve relevance and still remain authentic; and some of the influences that might cause (or lead) brands to pivot.