Why are so many companies rethinking their brand today? Because staying relevant in a fast-moving market takes more than just a logo refresh. It requires intentional strategy, an understanding of your audience and the courage to evolve.
That’s exactly what we covered at our latest Marketing Disrupted event, Brand Evolution: Staying Relevant in a Changing Landscape. The night brought together marketers, business owners and brand leaders for a candid conversation about how businesses can adapt and thrive in a world where consumer expectations, design trends and technology shift constantly.
Led by Head of Growth Amanda Schomaker and Creative Director Carmen Maugeri, the event offered real-world insights and practical ideas around what drives brand evolution in 2025.
Why Companies Rebrand
There are countless reasons a brand may need a refresh, but they all point back to one thing: change. All of these are triggers that signal the need for evolution:
- Shifts in strategy
- Reputation challenges
- Outdated design
- Growth into new markets
- Legal conflicts
- Internal misalignment
At the core of it, brands reimagine themselves to stay relevant and competitive.
Elements of the Rebrand Process
When it comes to developing or refreshing a brand, there’s a method to the magic. At the event, Carmen walked us through the full 14-point brand process our 1905 New Media team uses when helping clients craft a clear, compelling identity. Since we can’t release all of our secrets, here are the top takeaways:
#1. Recognizing the Need for Change
The decision to refresh starts with recognizing that something isn’t working. Are you struggling to explain who you are? Are you entering new markets or launching new services? Maybe your audience has shifted, but your message hasn’t caught up. Recognizing this friction is the first sign that a refresh could be in order.
#2. Defining the Scope
Refreshing your brand’s identity can mean many things. For some, it’s back to the basics. While for others, it’s a full-scale overhaul. It might involve creating a new logo, defining a voice that better reflects your personality or crafting messaging that clearly communicates your strengths.
The goal for everyone? Create an identity that speaks to who you are and where you’re going.
#3. Building the Framework
A critical part of the branding (or rebranding) process is ensuring consistency. Your logo, typography, color palette, messaging, photography — it all needs to work together to present a unified identity.
For example, Carmen emphasized the importance of style guides in maintaining this consistency not just internally but with any partner that touches your brand. It’s all about making sure your brand is recognizable and memorable, no matter where or how people interact with it.
#4. Developing a Voice
Brand voice isn’t just about tone. It’s also about attitude, point of view and how you want to make people feel. From cheeky and bold to refined and professional, your voice sets the stage for how you show up everywhere from social media to signage.
#5. Telling Your Story
A strong brand has a clear narrative. Your brand story should weave together your mission, your values and the promise you make to your customers. P.S. This story isn’t just for the outside world; it also helps your team align and move forward together.
1905 New Media Is Getting a New Look
As we celebrate 120 years, we’re taking our own opportunity to evolve. A lot has changed since we first launched the 1905 New Media brand. We’ve acquired multiple companies, added new services, grown our team and embraced exciting advancements in technology. It’s time for our identity to reflect who we are today!
Over the next 120 days, we’ll be reimagining how we present ourselves. Join us as we share updates throughout the process on social media and in our newsletter, giving you a behind-the-scenes look at what it takes to evolve a brand.
Everything will come together at our next Marketing Disrupted event on September 25, where we’ll reveal our new identity and continue the conversation around brand evolution. We’re excited to bring you along on this journey!