Your brand needs maintenance just like your house, your truck, and your sanity.
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Brands grow up. They evolve. And if you ignore them long enough, they start to fall apart — quietly at first, then all at once. You really notice it when you redo your website… aka the moment you realize your brand has been aging in dog years.

Why Your Website Is the “Uh-Oh” Moment

Websites have a pretty predictable lifecycle. Around year three, things start to look a little tired. By year four? You’re basically putting makeup on a skeleton.

But here’s the twist:
A new website is never just a new website.

It’s the first domino.

Once you start refreshing the site, you suddenly see everything else through new eyes:

• The logo could use a little tightening
  
• The business cards feel dated
  
• The copy doesn’t sound like you anymore
  
• The brochures belong in a time capsule
  
• The executive bios… yikes
  
  

It’s like renovating your kitchen and suddenly thinking, “Maybe the whole house needs to be gutted.”

Plan for the Brand Shelf Life (Yes, It Has One)
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Brands need routine tune-ups just like cars, software, and your iPhone’s battery settings.
Most companies fall somewhere in the 3–7 year refresh cycle, depending on the industry:

• Tech & software: ages fast — constant evolution
  
• Construction, trades, industrial: slower cycle, but still needs periodic polishing
  
  

Regardless of your pace, no brand stays fresh forever.

Ask yourself:
How quickly does my industry shift?
And how often does my brand need a recharge to stay relevant?

Values Stay the Same. Brands Don’t.

Here’s where it gets interesting:
Your brand ages, but your values shouldn’t.

Remember:

• Products change
  
• Competitors change
  
• The market changes
  
• Your brand changes
  
  

But your values?
They’re the compass. The anchor. The thing that keeps your brand recognizable even as you renovate the exterior every few years.

The Takeaway

A brand isn’t something you build once and forget. It needs maintenance, tune-ups, and the occasional full remodel. Expect it. Plan for it. Budget for it.

Just don’t lose sight of the values that define who you are. Everything else is just décor.