{"id":1347,"date":"2019-10-23T21:31:01","date_gmt":"2019-10-23T16:01:01","guid":{"rendered":"https:\/\/www.3mindsdigital.com\/blog\/?p=1347"},"modified":"2020-06-30T16:02:20","modified_gmt":"2020-06-30T10:32:20","slug":"necessity-of-dynamic-brand-identity","status":"publish","type":"post","link":"https:\/\/www.3mindsdigital.com\/blog\/necessity-of-dynamic-brand-identity\/","title":{"rendered":"The Necessity of Having a Dynamic Brand Identity"},"content":{"rendered":"<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-1348 \" src=\"https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/top.jpg\" alt=\"Dynamic Brand Identity\" width=\"988\" height=\"560\" srcset=\"https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/top.jpg 600w, https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/top-300x170.jpg 300w\" sizes=\"(max-width: 988px) 100vw, 988px\" \/><\/p>\n<p>Image Source: Nina Gregier<\/p>\n<p><span style=\"font-weight: 400;\">So your business has an established brand identity, but does it have processes in place that can allow it to change on-the-go with today&#8217;s trends while remaining consistent? In this article, I will aim to explain what it means for brands to have a &#8216;<em><strong>Dynamic Brand Identity<\/strong><\/em>&#8216; and why it is imperative for business leaders to adopt one immediately in order to avoid falling prey to easily-sparked internet hate and to stay ahead of competitors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But before we begin, let&#8217;s define the meaning of &#8220;Brand Identity&#8221; and &#8220;Branding&#8221;. Brand Identity can be defined as, in simplistic terms, a brand&#8217;s Purpose, Values, Visual and Emotional Aesthetics, and Target Audience. Branding can be defined as the expression of a brand&#8217;s identity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Defining a Brand&#8217;s Identity used to be a \u2018one-time\u2019 exercise, and \u2018Rebranding\u2019 was only required when the brand made significant changes to itself or its target audience (Does Your Company Need Rebrand?)<\/span><span style=\"font-weight: 400;\">. But something very fundamental has been modified in recent years with the advent and standardization of social media: a strong focus is now being placed on Brand Values.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The world has entered a phase of the Social Renaissance. After the two greatest wars have been fought and left behind, in this period of a relatively high level of global-stability, a spotlight has been trained towards social issues like never before.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Audiences are placing a very high level of importance on brand values, and most tend to prefer brands that share their social and ethical position regardless of the quality of the brand\u2019s products or services. Some of the qualities that audiences look for in brands are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Progressiveness<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sourcing and manufacturing products ethically<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Eco-friendliness<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Early adoption of social change, and<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Reacting quickly and efficiently to any controversies that may arise\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A great example of this is the rising global interest in what are known as Alt-Tech websites such as Gab.ai and Bitchute to fight the alleged mainstream censorship of conservative voices and opinions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In other words, the timeline of the evolution of brand values has been monumentally minimized. Brands in this era can either change quickly or fall victim to a numbing amount of online hate and financial loss over simple things (also known as Cancel Culture).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So what I mean when I say &#8220;<a href=\"https:\/\/www.3mindsdigital.com\/design\/brand-identity\"><em><strong>Dynamic Brand Identity<\/strong><\/em><\/a>&#8221; is a brand that has processes in place that allow rapid updation and action upon a Brand&#8217;s Values. Coca-Cola and Apple are great examples of brands with Dynamic Identities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Forget trying to make the internet like you, these days, it\u2019s more important to figure out how to make people not-hate you.&#8221; goes the joke that&#8217;s been making the rounds lately.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone wp-image-1349 size-full\" src=\"https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/smartphone-2123520_960_720.jpg\" alt=\"Dynamic Brand Identity\" width=\"960\" height=\"515\" srcset=\"https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/smartphone-2123520_960_720.jpg 960w, https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/smartphone-2123520_960_720-300x161.jpg 300w, https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/smartphone-2123520_960_720-768x412.jpg 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Ever since brands have entered the realm of social media and the age of instant communication, they&#8217;re finding themselves being forced to play a dangerous game that cannot be played.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It can take years and years to build a positive brand image, but all it takes is one wrong decision to make the entire internet turn against you and cause lasting damage that costs a lot of money, recovering from which can often take much longer and is a lot more expensive.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-1350 size-full\" src=\"https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/mach-3-2202255_960_720.jpg\" alt=\"Gillette - Brand Identity\" width=\"960\" height=\"380\" srcset=\"https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/mach-3-2202255_960_720.jpg 960w, https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/mach-3-2202255_960_720-300x119.jpg 300w, https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/mach-3-2202255_960_720-768x304.jpg 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/p>\n<p>&#8220;Gillette lost loyal customers over their controversial advert addressing toxic masculinity&#8221;<\/p>\n<p><span style=\"font-weight: 400;\">Such a negative experience has been faced by several big brands, one of them being Gillette over a controversial advert they published in January of 2019 in an attempt to tackle the issue of &#8220;Toxic Masculinity&#8221;, which, although being a progressive topic of discussion, colored Gillette&#8217;s largest target audience: Men, in a highly negative light.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Gillette&#8217;s parent company Proctor and Gamble reported a net loss of about $5.24 billion, or $2.12 per share, for the financial quarter, due to an $8 billion non-cash write-down of Gillette. Although the writedown can&#8217;t be directly attributed to Gillette&#8217;s ad campaign, it is safe to assume that the outrage caused by the ad campaign cost Gillette significantly.<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-1351\" src=\"https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/kaepernick_nike_campaign.jpg\" alt=\"Nike - Brand Identity\" width=\"1029\" height=\"580\" srcset=\"https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/kaepernick_nike_campaign.jpg 928w, https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/kaepernick_nike_campaign-300x169.jpg 300w, https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/kaepernick_nike_campaign-768x433.jpg 768w\" sizes=\"(max-width: 1029px) 100vw, 1029px\" \/><\/p>\n<p>&#8220;The controversial ad campaign by Nike that boosted its sales by 31%&#8221;<\/p>\n<p><span style=\"font-weight: 400;\">On the other hand, despite the severe backlash, Nike&#8217;s Colin Kaepernick Ad Campaign addressing racial inequality in the United States reportedly increased online sales by 31% compared to the same time-frame the previous year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So the question now becomes: how can business leaders navigate these turbulent and dangerous waters of online presence and constant social evolution amid controversies? The answer is to have a <em><strong>Dynamic Brand Identity<\/strong><\/em> that permits rapid changes to a brand&#8217;s social values.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-1352 \" src=\"https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/bott.jpg\" alt=\"Dynamic Brand Identity\" width=\"991\" height=\"532\" srcset=\"https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/bott.jpg 600w, https:\/\/www.3mindsdigital.com\/blog\/wp-content\/uploads\/2019\/10\/bott-300x161.jpg 300w\" sizes=\"(max-width: 991px) 100vw, 991px\" \/><\/p>\n<p>&#8220;Hire people who have a firm grasp on the social pulse&#8221;<\/p>\n<p><span style=\"font-weight: 400;\">The best way for business leaders to create a <em><strong>Dynamic Brand Identity<\/strong><\/em> is either to create a dedicated team within the brand, or by hiring a\u00a0<a href=\"https:\/\/www.3mindsdigital.com\">branding agency<\/a> to firstly, define the brand&#8217;s social position, and second, create a strategy to respond quickly and in a socially effective manner.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The kind of people that business leaders must look to hire for this purpose are those who have a firm grasp on the pulse of the social trends that appear and fluctuate online and who themselves have a strong, personal social position that aligns with that of the brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Despite all this being said, controversies will inevitably arise, and in many cases, there is nothing better than a brand can do besides maintaining good communication with its audiences and putting its values into action. A brand shouldn\u2019t give in to all of the internet&#8217;s demands, which are seldom viable. Sometimes that can also mean sticking to what you as a brand think is right and hoping for the best. Just like twitter, who still refuses to remove Donald Trump from its platform despite the continual backlash.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Image Source: Nina Gregier So your business has an established brand identity, but does it have processes in place that can allow it to change on-the-go with today&#8217;s trends while remaining consistent? In this article, I will aim to explain what it means for brands to have a &#8216;Dynamic Brand Identity&#8216; and why it is [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":1352,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[36],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Necessity of Having a Dynamic Brand Identity - 3 Minds Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.3mindsdigital.com\/blog\/necessity-of-dynamic-brand-identity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Necessity of Having a Dynamic Brand Identity - 3 Minds Digital\" \/>\n<meta property=\"og:description\" content=\"Image Source: Nina Gregier So your business has an established brand identity, but does it have processes in place that can allow it to change on-the-go with today&#8217;s trends while remaining consistent? 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