2020 has seen a flood of innovation across different business sectors. From fashion, to F&B, to healthcare, marketing has evolved as businesses take to digital platforms. With the reduction of in-person interactions, it was obvious that branding had to move online. Yet, businesses which saw success in 2020 did more than that; apart from digital transformation, these businesses adopted dynamic branding.
A dynamic brand is one with more energy, that is both resilient to and evolves with market changes. Simply put, dynamic branding means that your brand is flexible and can move with the changing times. Dynamic brands are also called living brands, because they physically change or move, reflecting the very definition of dynamism. Ideally, your brand should be able to adjust to different types of changes– both physical and digital. This includes basic forms of dynamism like changes in size and colour, and complexities like responsiveness to different electronic devices.
In this article, Team Luxeveda expands on the topic of dynamic branding and showcases the importance of responsive design for evolving businesses.
Dynamism vs. Brand Consistency:
Dynamic branding is all about change. However, this may require businesses to compromise on one of the core tenets of branding— consistency. Indeed, businesses believe that dynamic branding may come between consistency vs inconsistency.
Yet, this is not really the case. A well-executed dynamic rebrand should incorporate responsive design for an evolving business. A good dynamic branding strategy will always keep in mind brand consistency, while leaving room for flexibility. Indeed, dynamism does not mean that you will have to give up brand consistency; consistency is key for any memorable brand. Responsive design should work to cement your branding, and not uproot it. A dynamic brand has the ability to express many facets of an organisation, giving your business a fresh identity.
Furthermore, a brand needs to connect in different ways with different audiences. Dynamic branding can help your business be attractive to different user demographics. Yet, when it comes to audience targeting, one element of your brand that should always remain constant is your brand positioning. Irrespective of how many audience segments your business targets, it is likely that your buyers choose you over your competition for similar reasons. Your evolving business should incorporate dynamic branding without losing sight of positioning in the market.
Getting Started With Implementing Dynamic Branding:
There are multiple ways that dynamic brands reinvent themselves in terms of design. This includes responsive design, including logo design. In this section, Luxeveda take you through some audience-focused ways to get started with implementing dynamic branding.
Allowing users to customise some aspect of a product or service is a great way to get started with dynamic branding. This increases feelings of uniqueness and individuality, while also fostering the emotion of brand belonging. For example, Nike uses product customisation to their advantage. Nike’s ID program allows customers to design their own shoes; while the famous Nike tick is non-negotiable, the rest of the shoe is customised for the individual. Another example is Coca-Cola’s famous “Share a Coke” campaign in 2011. Customers felt a deep connection to the brand when they found a can labeled with their name; so much so that they were willing to pay five times the normal price for a customised version.
Personalisation tends to be more effective than traditional advertising, and is a great way to further dynamic branding. This is because brands can engage with consumers based on factors like their preferences, past behaviors, and geographic location. A success story built from personalisation is Uber’s new brand, which is dynamic by design. The brand tailored itself to provide more contextually relevant experiences to consumers across the globe. While the logo and composition remained consistent, Uber became flexible to use location-specific imagery.
Delivering personalisation can be challenging, especially if your businesses is just beginning to implement dynamic branding. This likely includes use of technologies like artificial intelligence as a delivery engine for personalised experiences. However, far from being a challenge, technology integration can improve your business in the long run.
Clearly, starting your dynamic branding journey is a necessity for both short and long-term growth. Contact Luxeveda to implement best responsive design for your evolving business.