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.
