Nowadays, information exchanges so swiftly that it shifts life in many aspects, including marketing. As a result, there are various new marketing strategies that require your brand to be more adaptive.
Previously, marketing channels were limited to printed media like newspapers or billboards and audiovisual media like radio or television. Nowadays, with the help of digital media, there are limitless options to introduce your product or services to your niche market.
Therefore, brands must be flexible and innovative to survive and stand out from competitors. This article will walk you through six ways to create dynamic branding and its importance in elevating your business strategy.
What Is Dynamic Branding?
Dynamic branding refers to the practice of a brand being flexible and adaptive to changes or different market circumstances. It can be shown through the brand identity, attributes, vision, and mission.
Branding itself is a set of actions and strategies that aims to curate how customers perceive a company, product, or service. Branding examples include a company logo, content marketing, brand messaging, and taglines.
Previously, it was the norm to have strict guidelines on how to present brand images as the consistency was valued above all for branding. While it’s true that a brand needs consistency, dynamism is needed for a brand to align with the current fast-changing market.
Remember that making your company’s branding dynamic doesn’t mean constantly modifying brand strategies or identities and being indecisive. It’s important to set big-picture goals for your company or product through its core values, principles, and vision.
Being a dynamic brand also means communicating with customers more closely and effectively. This can result in better impressions and increase brand awareness and loyalty.
6 Ways to Create Dynamic Branding
In this section, you will find six ways to practically apply dynamic branding elements and strategies to your company’s product or service.
1. Determine Your Vision and Mission Statement
The vision and mission statements reflect the company’s core values that are represented in its product or service. By setting a clear vision and mission, you can orient the actions and goals of the brand.
A vision statement refers to the long-term direction of your company. It explains the big picture of what your company is trying to achieve by providing its products or services. In comparison, a business mission statement reflects the current state of what your company does to achieve its vision.
Both vision and mission statements are generally defined as the foundation of your business. So, every time you want to modify your brand to fit current market circumstances, make sure it still refers to your vision and mission statement.
Netflix is a brand example that adapts to changes while still reflecting its vision and mission. While starting as a DVD rental company, Netflix has adapted well and changed its commodity to a video streaming service. They also evolved their branding strategy through logo changes and user interface improvements.
2. Develop Your Branding Strategies
Even as the market changes swiftly, developing dynamic branding shouldn’t be a spontaneous process. Creating branding strategies can help communicate your company’s core values, make a brand identity, and effectively market your brand.
To have a dynamic brand that still maintains its core values, consider the following aspects:
- Your ideal buyer persona – having a clear picture of the consumers who will use your product or service can help develop the most suitable branding strategy.
- Storytelling approach – allows customers to have a deeper understanding and engage emotionally with your brand. Share your company’s evolution, core values, and principles through engaging stories.
- Your company’s voice and tone – even though storytelling helps to humanize your brand, a company’s voice must convey professionalism. Meanwhile, the tone can be flexible according to the context and circumstances.
3. Create an Adaptable Logo Design
An adaptable logo design allows your brand to fit various themes and occasions. It is also beneficial once you want to create more products or collaborate with other businesses.
Create a logo that is adaptable and flexible to put on various packaging, product surfaces, or to be modified according to specific events or market campaigns. It’s worth noting that simple logo designs are more suitable for modifications.
For example, use one element that you feel most suitable to represent your brand. Google uses simple text as its logo while utilizing a color combination of red, yellow, blue, and green to represent the brand.
Take a look at Google Assistant’s logo, which consists of dots with the brand’s color combination. Though the form of the logo is now different, it still shows that the product is a part of Google.
On the other hand, when Google celebrates events, its logo is adaptable yet still recognizable even when shown in an abstract manner, such as a doodle.
4. Include Product Customization
Providing product customization means letting your customers choose one or more product elements according to their preferences. The benefit of offering product customization is to give your customers a personalized brand experience.
Not only can customization enable customers to express their individuality in a market where mass production is the norm, but it can also increase the sense of value of your product.
An example of a brand offering product customization is Ralph Lauren. They have a product that enables consumers to customize their own hooded jackets by choosing the jacket’s and embroidered logo’s color. Customers can even choose to add their names to the label.
5. Use Technology
There are various data collection methods and digital tools available today that can be used to create dynamic branding.
Use market analytic tools to get insights about market demand, consumer behavior, and market trends. Similarly, use photo and video editing software to create and modify your company’s dynamic brand identity.
An example of technology being used for dynamic branding is artificial intelligence. AI marketing tools use data and customer profiles to help analyze the best way to communicate your dynamic branding to the target audience.
An alternative to artificial intelligence is to use social listening tools like Google Trends, Google Analytics, or Buffer for social media. By having a detailed and updated analysis of your customer’s behavior, you can choose relatable branding or marketing strategies.
The use of technology improves your branding strategy by helping you adapt to the newest trends and keep up with ever-changing social issues.
6. Add Personalization
Adding personalization to a dynamic brand means using customer information to deliver a relevant brand experience. Using the data gathered through market research, the next step is executing it to your branding.
Make sure that you also incorporate your company’s personality and core values into your branding. Not only can this strengthen a cohesive brand identity, but it can also leave a good impression on customers who share the same principles.
Combining the good image that you create for your brand with personalization can eventually influence consumer behavior. An example of a brand that successfully uses this to create dynamic branding is Apple.
Apple’s mission is to bring the best user experience to its customers through innovation. It produces quality products with a unique operating system and a sleek user interface, which has allowed it to dominate the market.
However, to add personalization to its dynamic branding, Apple launched a special edition iPhone to satisfy the niche customer demand for a smaller-sized iPhone at a lower price.
Practicing dynamic branding can improve brand awareness, influence consumer behavior, and impact their buying decisions. Here is a little recap of the six ways to create dynamic branding:
- Determine your vision and mission
- Develop your branding strategies
- Create an adaptable logo design
- Include product customization
- Use technology
- Add personalization
Applying dynamic branding can be easy given the advanced technology and abundant resources available today. However, note that although it may not bring instant success, it can help your business gain an edge in today’s competitive market.