We recently worked with an organization that had totally forgotten a key component in Branding, in (sorry but I have to say it) a desperate attempt to "try something new".
After inspecting the promotional pieces they'd produced so far this year, it became apparent that they were all over the place. They remembered to stick their logo on everything but completely lost sight of integrated marketing, as well as uniformity in their publications. They'd removed their traditional header from all of their e-mails; their newsletter, which in past years had been one particular color, has now had about 4 different colors every mailing!
While these changes are definitely new and probably shocking to their clients, this is NOT the way you go about rebranding. Rebranding should be subtle yet modern and should not be so shocking to clients that they lose who you are and what you stand for. If your promotional pieces are all over the place that is exactly what happens to your image, it becomes fuzzy.
For example, should you choose to rebrand and your main color is blue, you make subtle changes to your logo keeping blue as the main color and adding hints of other colors. This creates the idea that "yes, we are flexible and innovative but we are who we are and mean what we say".
When rebranding (to be cliche) it's important not to "throw the baby out with the bath water", in this case meaning, you don't want to throw out years of reliability and loyalty for the sake of shock value. When rebranding keep it fresh yet subtle, consistent and integrate.
I am the founder of Bubblin' Banter Branding, we're all about Branding & Marketing. I have been in the Direct Marketing field for 10 years! I love everything about it and love sharing advice with others on how to keep their brands Bubblin'!