Postmodern Branding: Why the Rules Have Changed (But the Foundations Haven’t)

Branding has always been about creating recognition and trust. From the golden arches of McDonald’s to the Apple logo, consistency has long been the backbone of successful branding. The idea was simple: create a strong identity, repeat it consistently, and customers will remember you.

And to be fair, that’s still true. The core principles of branding - clarity, recognition, and trust - haven’t changed. What has changed is how you express them.

Welcome to the era of postmodern branding - where the foundation remains solid, but the execution allows for more creativity, flexibility, and cultural relevance. Brands are no longer bound by the rigid rules of the past. They’re mixing influences, adapting to platforms, and showing more personality. It’s not about abandoning the rules - it’s about knowing when to bend them.

Branding Still Needs a Core Identity

At its heart, successful branding still relies on a clear identity. Customers need to know who you are, what you stand for, and why they should care. Without that foundation, no amount of creative expression will stick.

Nike’s “Just Do It” is a great example. That core message hasn’t changed since the 1980s. But the way Nike expresses it constantly evolves. The tone, the visuals, even the cultural references shift depending on the audience and the moment - but the underlying identity remains consistent.

The Lesson: Strong brands know their core truth and build from it. Postmodern branding isn’t about throwing out the rulebook - it’s about adding more pages.

Consistency Still Matters - But It Looks Different Now

In traditional branding, consistency meant uniformity: same logo, same colours, same tone - everywhere. That worked when brands communicated through a limited number of channels (TV, print, radio).

But in a digital, multi-platform world, uniformity feels stale. Postmodern brands aim for recognisable coherence rather than rigid consistency. The core identity remains intact, but the execution shifts depending on the context.

Take Coca-Cola - the logo hasn’t changed in over a century. But the way Coke communicates that brand has evolved with the times. A Super Bowl ad, an influencer campaign on TikTok, and an in-store display will all look and feel different—but you still know it’s Coke.

The Lesson: Consistency today isn’t about repetition - it’s about creating a cohesive experience across different touch points.

Personality and Authenticity Are the New Differentiators

Modernist branding focused on polish and professionalism. The message was controlled and carefully crafted to avoid any rough edges. But in a world where consumers are constantly marketed to, perfection feels fake.

Postmodern brands are more comfortable showing their human side. They embrace humour, imperfections, and honesty—because that’s what connects.

Patagonia’s “Don’t Buy This Jacket” campaign is a perfect example. The brand took a risk by highlighting the environmental cost of overconsumption. The message was raw, self-aware, and authentic. It worked because it aligned with Patagonia’s core values—and customers responded to that honesty.

The Lesson: Consumers trust brands that show personality and take a stand. It’s not about being perfect—it’s about being real.

Adaptability Is the New Consistency

In traditional branding, adaptability was seen as inconsistency. If a brand changed its tone or message too much, it risked losing recognition. Postmodern branding shifts that thinking. Adaptability within a consistent identity is now a strength.

Look at Spotify. Their core brand identity is clear: music, personalisation, and discovery. But how they express that identity changes depending on the audience and platform. A Spotify ad aimed at Gen Z on TikTok will have a completely different tone from a premium subscription offer for older users—but both expressions feel unmistakably like Spotify.

The Lesson: Your core brand identity should stay the same, but how you express it should shift depending on the context.

Culture Moves Fast - Brands Need to Keep Up

Modernist branding was about building a timeless identity. Postmodern branding recognizes that relevance matters just as much as longevity. Successful brands stay plugged into cultural conversations, adapting their message and tone to match the moment.

Gucci has mastered this. The brand has collaborated with streetwear labels, embraced meme culture, and created campaigns inspired by internet aesthetics—all without losing its luxury appeal. Gucci’s identity is strong enough to flex with the culture without losing itself in the process.

The Lesson: Your brand can evolve with cultural trends without diluting its core identity. The key is knowing which trends align with your brand values.

Postmodern Branding: Freedom Built on a Strong Foundation

Postmodern branding isn’t about breaking the rules - it’s about knowing when to bend them. The fundamentals of branding - recognition, trust, clarity - are still essential. What’s different is how those fundamentals are expressed.

• Your brand identity should be strong enough to evolve without losing coherence.

• Adaptability isn’t inconsistency - it’s responsiveness.

• Showing personality and authenticity builds deeper connections than polish ever could.

• Mixing influences (high culture, low culture, digital culture) creates fresh and engaging expressions of your brand.

The strongest brands today strike the balance between consistency and creativity. They maintain a clear identity but allow room for play, personality, and adaptability.

It’s not about building a brand that looks the same everywhere - it’s about building a brand that feels the same everywhere.