Last week I reflected on Adam Thurman’s recent post about wrestling corporation WWE reinventing itself three times to adapt to changing audiences.
He followed up with a post about how the visible manifestation of rebranding has to reflect an internalized change that has already started within the company, or else the rebranding fails.
He suggests organizations commit to rebranding themselves every 7 years or so.
His post reminded me that Japanese anime series change their opening sequence and music every time the season changes, which can happen multiple times a year. As an example, here is the opening of D.Grayman season 1 versus season 3.
There is continuity of characters and basic artistic look to let fans identify their favorite anime series when a new season comes out. However, other than the Drew Carey Show whose changes in opening sequences didn’t necessarily synch up with changes in seasons, I can’t think of too many American shows that make a regular change. (Granted, apples to oranges comparison.)
In any case, while most arts organizations may put out a different brochure every season, they may not change the look of their website as regularly. That might be something to consider, especially if you can feature the work of a local visual artist to draw attention to them as a resource.
It could be especially effective to change the header of a monthly newsletter since that can take less effort than revamping an entire website. Doing A/B testing with different art can help identify an effective look and identity for the organization.
You can probably get a high open rate on your emails if you tell people you want their feedback. This month half are getting one piece of art and the other half another, next month the art with switch for both groups. That way people not only are engaged by the request for feedback, but there is a sense of competition with another group about who got to see the better artwork first.