Dynamic branding, as the name suggests, is the process of establishing and running a brand in an energetic way. Dynamic brands are energetic, open to change, and bring up new ideas to the table or adopt them before traditional brands.
A brand is a relationship between a company and anything or anyone that comes in contact with it. As the world is becoming more and more connected and geographical and spatial boundaries are becoming just a political thing, brands are expected to do much more than they used to in the past.
Globalism is making marketing a platform where like-minded people come and create their own communities and emotional links are established. Brands now need to establish connections with different audiences and need to showcase a lot about what they are presenting.
Here are five examples of dynamic branding from recent times.
Airbnb and the Birth of the Bélo
Airbnb started as an innovative approach to accommodation and home-sharing and is a company with a market cap of $24 billion today. After becoming popular, Airbnb, at a point, was regarded as a company with a crappy tech setup. To wash away this allegation and to connect with the clientele on a more emotional level, Airbnb introduced its new brand logo in 2014. The new logo, called Belo, has the slogan “belong anywhere.” It gave the company a new identity and a new level of emotional connection with the users.
Airbnb’s story of dynamic branding teaches us that if you need to remain in the good books of the users you need to keep changing according to the business and emotional atmosphere of your brand.
Spotify – getting inspiration from the past
Spotify wanted to build itself into a dynamic brand to represent the totality of its stature in the entertainment industry. To do so, the company needed to think something more than the same record label images the artists provided rival bands like Google Play, iTunes, Tidal, and Rdio.
To solve this problem, Spotify looked to the past, particularly to the jazz album covers from the 1960s. At that time, the images only had two colors to help the artists save money on printing. Spotify adopted this duotone image set up to bring novelty and uniqueness to their album covers and now they have millions of unique covers for all artists.
Even though these images are shot in different environments and are fundamentally different, they still appear to be a part of something big. Spotify has introduced software called “The Colorizer” to tune duotone images for their needs.
The entertainment giant uses opening logos tuned up to be the best fit for the movie to keep its brand dynamic and interactive.
Casa Da Musica
The Portuguese concert hall has made a logo generator that makes logos using elements inspired by the architecture of the building and the show being presented.
The American web portal and online service provider changed its image with a dynamic logo that has an ever-changing background after the company split from parent Time Warner.