Why Is A Dynamic Branding Model Needed For Success?

DSM digital School of Marketing - branding

If you see your brand as a “living dynamic model,” it shifts what your marketing role becomes. Understanding your brand as a human allows you to better understand that consumers are buying a relationship.

They want to be seen and heard and to feel proud knowing the values of the brand and company they are buying from. The money transaction is a vote to say that they have made a “smart choice” and “believe” in what a brand stands for as well as provides them.

In turn, as a marketing person, you begin to “feel” your business and have a sense of pride, but also a sense of when your brand is hurting or consumers are beginning to disconnect.

What Is A Dynamic Brand?

During history, branding has been intentionally static. There were rigid brand guidelines developed with the goal of strict adherence, leaving little or no room for more adaptable expressions of the brand.

Frequently this included a singular mark, or possibly two variations of a brand’s logo that is intended for usage against light or dark backgrounds. The fixed nature of the brand identity, applied consistently, was one of the most significant branding tools that companies had at their disposal as they sought to design instantly recognisable brands.

However. that’s all changing now.

In order to meet the necessities of today’s world, a brand’s identity needs to be sufficiently flexible to adapt for print-based media, digital channels, the physical world (such as buildings as well as billboards), and a global economy.

Your brand needs to be sufficiently flexible to be just as relevant to a consumer riding the Gautrain and looking at an advertisement on their iPhone in Shanghai as one walking the streets and experiencing your brand through a billboard.

This requires that brand managers learn to create dynamic brand identities: those that can freshen up, personalise, or contextualize their brand without losing sight of its core brand identity.

What Is The Value Of A Dynamic Brand?

The intrinsic value of the Dynamic Brand is often misinterpreted and generally confused with a dynamic logo. But they are not the same. The chief difference is that the logo is a graphic symbol, while the Brand is the company’s perception.

We can simplify the visual difference between a dynamic logo and a dynamic brand. To give you an example, let’s pick a place to visit: the dynamic logo would be the picture of that place, whereas the dynamic brand stands for the place in itself, with its colours, lights, sounds, scents, materials as well as tastes.

The dynamic brand turns the form into substance. The identity System becomes central. The logo loses responsibility and can thus change continuously.

Developing a dynamic brand is part of dynamic marketing.

How Does Dynamic Marketing Work?

In order to launch a successful dynamic marketing campaign, your business has to establish five foundational components:

  • An automated lead life-cycle management platform,
  • A central database for managing as well as integrating multiple sales and marketing data sources,
  • A frequently updated and secure omni-channel platform,
  • A personalised customer engagement platform for personalized communications, and
  • A process for measuring and examining key performance metrics of marketing campaigns as well and their associated return on investment (ROI).

All of these components give your business the tools it requires to successfully build and execute a dynamic marketing campaign.

Get in touch with the Digital School of Marketing

Do you want to become a branding expert? If you do then you need to do our Brand Management Course. Follow this link to find out more.

DSM digital School of Marketing - Brand Management