From 1950 up until today, the changes that were made to their branding were simple and did not drastically change the brand identity or the overall vision of what Cocacola’s brand looks like. In fact, it enhanced it over the years. This way, Cocacola remained consistent in its branding and as a result, became a globally known brand from its early years. Additionally, they took the same direction with their colors which is very important. Your branding has to be easy for the audience to recognize over time and big changes have to be avoided as to not confuse the audience.

Your next question then might be, how often can a company change their branding? 

Generally, well-established brands tend to go through a major brand overhaul every 7-10 years and hold smaller refreshes more frequently as we have seen in Cocacola’s case for example. The aim of refreshing your brand is to capture your customers' attention to the point that they would

be curious to find out what's new. For smaller-scale businesses, small brand refreshments can be done every 3-5 years and only after your company has become well established amongst your audience. You don’t want to change your logo when you are still growing your business and confuse your customers.

Overall, your brand must stay : 

1. Consistent in its elements
2. Relevant to your product and vision
3. Creative in its design. You should avoid

It is better to avoid: 

1. Frequent changes in the branding over a short period of time
2. Drastic changes in the brand refreshment
3. Changing the brand colors completely

To conclude, your branding is as important as your product or service in your business plan and journey. If you are yet to launch your business, you might want to carefully think about your branding and plan it well before showing it to the world because you will not be able to change it for a while.