Nobody willingly wants to do something bad for their business. I know that, you know that.
One of the reasons why people try everything under the sun for their branding is because they want to provide variety for their customers. They don't want their customers to be bored with their business. That's why they try to be something "new" every few months.
While the intention is worthwhile, the fact remains clear: Your business branding must remain constant. But you're free to be creative with the directions your products will take.
Even if your business is this sweet pastel fashion brand that emphasizes femininity and romance, there's nothing stopping you from releasing a line of bold and seductive apparel for a season.
In this way, the packaging for your products can be varied. It can change to suit whatever "mood" or "feel" you want it to have.
But your business branding must remain constant. It can be very slightly modified to suit the packaging of your products, but must still be recognizable.
Let's look at the Adidas logo. They're three black stripes. Sometimes they're white on a black background. Very understated, but very clever as well.
Because when it comes to their shoes, the stripes are changed into whatever colour that will suit the shoes. (In their collaboration with Stella McCartney, some stripes were in white, gold and green)
That's what I mean by slightly modifying the logo to suit the products. The shoes don't have to be only in black and white.
We must heed the experts. They say again and again that you should have a logo that is simple, timeless and capable of growth. You need some consistency in order to be memorable.
By simplifying your logo, you will have the option to diversify, but still retain your brand memorability and reputation. Your customers won't scratch their heads wondering where you've gone to.
They're not obliged to remember us, but we ourselves must make our brands easy to remember.
Your branding must remain constant, but be creative with your products. Push the boundaries. Find a new angle. That's part of the fun in business.