Give them reason:
Notes for inspiring brands
Branding is a never-ending work in progress. To continue offering a clear and compelling choice to people, companies must constantly adapt and reinforce their purpose.
Branding is not something you can check off your to-do list.
It requires ongoing investment to remain relevant for an ever-changing audience and market. While you invest in strengthening your brand, your competition is also adapting, and refining theirs. Awareness will enable your brand to maintain a unique offering through offensive, and defensive changes.