Guide to: Agile Brands

What is an Agile Brand?

An Agile Brand is an organization that is able to be adaptive to both external (market and customer-driven) and internal (employee and culture-driven) change while maintaining a consistent focus on business and customer growth.

From The Agile Brand Revisited (2025) by Greg Kihlström:

A brand is more than just a logo; it is a living, evolving relationship with consumers, built on a unique vocabulary and genuine interactions. The core components of a strong brand are substance, focus, and relevance. These elements ensure that a brand stands for something meaningful, targets the right audience, and stays connected to changing consumer needs and preferences.
—Greg Kihlström, author of The Agile Brand Revisited

The 7 Principles of an Agile Brand

As outlined in The Agile Brand Revisited, there are 7 principles of Agile Brands:

Agility by design: Understand that change is the only constant; build to change.
Continuously improving: Understanding when evolution vs. revolution is needed; Identify when evolutionary vs. revolutionary approaches are needed.
Operationalizing adaptivity: Make adaptivity and collaboration part of your culture; embrace change, don’t avoid it.
Guided by values: Stay true to your values no matter what; respect customers and their data; respect employees and their time.
Building relationships: Focus on the customer relationship, not the individual transactions. It’s not about channels and mediums; it’s about customer experience.
Focusing on the conversation: Listen to your customers and your employees; don’t talk at them. Love the dialogue; there is always something to learn from it.
Always learning and growing: Have the humility to acknowledge room for improvement; Create opportunities for better ideas; Continuously learn. Continuously improve.

The 4 Tenets of an Agile Brand

Tenet 1: Your Brand Is More Than a Logo

In the modern marketplace, understanding the multifaceted nature of branding is crucial. A logo, while a significant symbol, is merely one component of a brand’s identity. The true essence of a brand extends far beyond a visual mark. It encompasses an intricate tapestry woven from various elements, including digital presence, social media personality, and content strategy.

For instance, Apple’s logo is iconic, but what truly defines Apple is the seamless experience it provides across its products and services. From the intuitive design of its devices to the user-friendly ecosystem that connects them, Apple’s brand identity is a holistic experience that goes far beyond its bitten apple logo.

Tenet 2: Your Brand Is a Vocabulary

A brand is a vocabulary that communicates the essence of a company to its audience. This vocabulary comprises the words, images, and messages that convey the brand’s values, mission, and unique selling propositions. It’s the language that customers use to describe and relate to the brand.

Consider Google. The term “Google” has become synonymous with searching the internet. This linguistic shift illustrates the power of a brand vocabulary that not only defines a company but also integrates into the everyday language of its users. Similarly, brands like Kleenex and Coke have become generic terms for tissues and soft drinks, respectively, showcasing the pervasive influence of a strong brand vocabulary.

Tenet 3: Your Brand Is a Relationship

Brands today are living, breathing entities capable of forming deep, interactive relationships with consumers. These relationships go beyond transactions; they are built on trust, engagement, and mutual value. Social media and digital platforms have transformed how brands interact with customers, making these relationships more dynamic and reciprocal.

Nike’s relationship with its customers exemplifies this tenet. Through initiatives like Nike+, the brand has created a community of runners who connect, compete, and share their experiences. This relationship extends beyond purchasing running shoes; it encompasses a lifestyle and a sense of belonging to a global community.

Tenet 4: Your Brand Is Evolving – Whether You Intend It to or Not

We live in an age where brands are constantly evolving, and I can’t imagine this will stop anytime soon—or any time at all. This evolution is driven by changing consumer preferences, technological advancements, and societal shifts. Whether a brand actively manages this evolution or not, it is continually shaped by external and internal forces.

Netflix provides a compelling example of brand evolution. Originally a DVD rental service, Netflix transformed itself into a streaming giant and content creator. This evolution was not just about adapting to new technology but also about redefining the brand to align with the changing ways people consume media.

Most Relevant Articles

For further reading, try these articles first:

The many responsibilities of an Agile Brand

All Articles on Agile Branding

Books

The Agile Brand Revisited: Principles for the continuously improving, customer-focused enterprise by Greg Kihlström

The Agile Brand Revisited by best-selling author Greg Kihlström provides a comprehensive guide to understanding and implementing agility within your organization. Through a blend of foundational concepts, core principles, and practical strategies, you’ll discover how to transform your brand into a dynamic, customer-centric powerhouse. By embracing agility, continuous improvement, and strategic flexibility, your brand can navigate market fluctuations, capitalize on new opportunities, and maintain a competitive edge