Just like your car, your business and its identity also need routine maintenance. Brand maintenance and upkeep can happen daily, weekly, monthly, and quarterly. It changes as your goals, objectives and initiatives change. It changes when you’re launching something new, running a promo, and it changes again when you go back and reflect on the analytics of what’s working and what is not. It’s a constant and ever evolving cycle, but it keeps you on track and staying true to the fundamental principles you set down when you started your business. Brand maintenance ensures consistency and a cohesive visual experience, and it also ensures your business is continuously growing.