I work, live and breathe branding and I have lost count of the times that I have said consistency is important to branding. Don’t worry I wasn’t giving bad advice! However, the best advice I can give is to balance consistency and change. Nothing stays the same forever so you need to realise when change is required.
You may have noticed that a lot of organisations are rebranding at the moment. I know there are a few brand names coming to mind right now. It is something we are reading about weekly. Why is this? Why are they jeopardising their consistency?
Consistency is so important in branding but staying consistent with something that is not working is bad branding. It is bad business. The aim is to balance consistency and change. If the direction of your brand has changed, you need to establish new messaging, possibly undergo a rebrand and you then need to consistently communicate this new messaging and new direction to all your stakeholders. Figure out what you need to change but also figure out what you need to keep and then think about the implications of both.
Live your brand!