How Long Will My Brand Last?

Your brand should last as long as you want it to. Barring unforeseen circumstances, such as the sale of your company, a change in leadership, or a major shift in your audience or product offering, your brand is the most important and permanent manifestation of your company and its values. It used to be conventional wisdom that your brand should last 20 years. In the information age, that seems like a long time and it is.

Your brand might not last that long because your company might change into something else in months, not years. Still, you shouldn't plan on changing your brand with any regularity. It takes discipline and vigilance to build and maintain a brand. You want it to work for you in the long haul. In time, it will assume a life of its own that transcends the company itself. Think Coca-Cola. Think Yahoo!. Both brands communicate a set of connotations, images, and beliefs about the value and quality of the product that go far beyond the actual product itself.

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