There’s no doubt about it: good or bad, 2016 was a crazy year. The dramatic upheavals and change of 2016 will undoubtedly carry over in 2017, leaving many wondering what to expect. Like everyone else, ad agencies and businesses are wondering how they can stay ahead of the game as the rules change.

The good news is that many tried-and-tested principles of branding will still reign true in 2017. It might not always be easy, but we can look to these guidelines to navigate through this tumultuous period.


  • Be ready to adapt. Strong brands are never static. They change, evolve, and adapt with the times. No brand will ever be truly timeless, and even the most compelling brands need to tailor their message to stay relevant. If you get stuck in a rut, you risk making your brand feel dated to your customers. Other companies will be tackling your niche with modern, cutting-edge branding — don’t let your business fall behind. As society redefines the status quo, don’t be afraid to update your brand.
  • Test the waters with new platforms, channels, and tones.Okay, so you’ve decided you want to update your brand: what next? Experimentation is the key to discovering how to keep your brand relevant. Maybe you’re a little behind on social media but aren’t certain what platform is best for your business. Try your hand at Snapchat, Instagram, and Twitter to see what works best. If one doesn’t work out for reaching your target audience or achieving your target turnover rate, that’s okay: you can check it off your list and focus your efforts elsewhere.
  • You don’t have to reinvent the wheel. Just because a rebrand is in order doesn’t mean your company needs an entirely new sense of identity. If your core values, mission, and products and services are the same, then you don’t have to dramatically change your brand. A new color scheme, logo, or marketing tone can make a big difference in how audiences perceive your company. Brainstorm how you want to update your brand, then figure out what steps can make that happen.

PGN Agency has an extensive track record of bringing our clients returns on their marketing and advertising campaigns. If you would like to learn how PGN can come up with creative marketing solutions to drive YOUR business’s growth, feel free to contact us directly at 248-414-6860. One of our friendly team members will help assess your needs, and put together a game plan for success!