So your company or client spent a long time, and probably a lot of money, on determining their brand values and the company’s persona, and arrived at the vision that Brand X is ‘dynamic’, ‘edgy’, ‘fun’, ‘inclusive’ and a dozen similar words I’ve seen in brand positioning statements throughout my 16 year career in advertising.
But is it?
I bet the logo, on which was also spent a long time and probably a lot of money, is a static word and/or icon protected by a rule book longer than your OHS policies. Not very dynamic.
Throughout the decades, there are brands that have challenged the rulebook on brandmarking, and by doing so, not only does their logo reflect their honest value of dynamism, but the sheer dedication to NOT have a static logo proves their brand truly is dynamic.
Dynamic Branding isn’t for everyone, but for brands like Google, AOL, City of Melbourne, and 1980s rebel icon MTV, it firmly establishes their enthusiasm and their cultural territory of being different from everyone else.
I’ve put together a simple presentation on dynamic branding, FREE for you to download and use with your brand or client’s brand to help them understand the difference between saying the brand is dynamic, fun or edgy, and actually being it.
Download my Dynamic Branding presentation HERE and feel free to share.
You don’t even have to credit me. It’d be nice, but you don’t have to.