You have to care for and maintain your brand. And often you have to develop extra identities
as you find that you need to communicate in different ways and places with your target group.
To give a simple example... you have an e-shop. But suddenly you decide to open a pop-up shop. You need different tools, but you are also someone different. You need an interior, but there’s more: different touchpoints with your customers. You step into a new story. If you expand your brand system in a clever way, you can reinforce your whole business this way.
Often the change to your business is not that drastic. Just say that you are launching a new product on the market. What does that do to your brand? Is your brand architecture
still correct, for example, and where is that product situated within your overall parent brand? Does this new product change the wider story? Or does it strengthen it?