Does Your Branding Evolve? Let’s Talk about the Power of Adaptive Branding
How to Make Your Brand Resonate through Adaptive Branding with Your Audience and Evolve with Them
What is Adaptive Branding & Why Does It Matter?
Adaptive branding is a customer-focused approach to branding that allows companies to create dynamic, audience-driven brands. It takes into account the changing tastes and preferences of customers in order to create a brand that resonates with them. By understanding their needs and wants, companies can create an adaptive brand that is able to quickly adapt to changes in the marketplace.
This is important because it allows companies to stay ahead of the competition and remain relevant in today’s ever-changing business landscape. Adaptive branding also helps build customer loyalty by providing personalised experiences that are tailored to their individual needs. Brands that operate in a variety of geographical areas tend to use these methods the most. Adapting the marketing strategy to the region they are advertising in. It is all rather exciting.
Understanding the Types and Strategies of Adaptive Brands
Alright, so adaptive branding is important. How does one implement this strategy within their brand marketing? There are a few different types/methods one can employ for brilliant results. Let’s start by looking at the types/methods of adaptive branding.
Evolving your Logo Through Adaptive Branding
Trends change. Fashion changes as the world evolves and takes on new ideologies, new technology, and new lifestyle choices. This affects the way people interpret your brand and ultimately your logo. Certain designs may have been the rage 100 years ago, but now they are outdated, old fashioned, or even offensive. That is on the more extreme end and in most cases it will be more related to ‘keeping up with the times”.
Companies from all over the world have used the method of evolving their logos to be better suited to current day. A fantastic example of this is Shell’s logo. Initially, in 1900 the logo was a simple drawing of a seashell from the side. There was nothing remarkable about it, but it fit in well for the time. Over the years as logo designers were able to better understand the use of simplistic imagery and the world became more modern, the logo evolved. It changed to a top view of the shell.
It then used only the basic outline of the shell and would include some colour. Though, as any good logo, it would be recognizable in black and white as well. Subtle changes in the years to follow refined the edges to create the design we know today. By updating the logo over the years the company was able to bring the brand into a modern light and relaunch the branding every few years to spark that interest. Now after years of being open they are one of the most recognized brands in the world.
Adapting Messaging to Audiences
Adapting the brand messaging can be a little more difficult in some aspects. There are also a few approaches a brand can take. Coca Cola is a wonderful example of adapting the message geographically. Though the core message remains the same, the manner in which it is delivered or the exact wording changes according to the region. This way the brand can better connect with an audience and appropriately deliver the message.
Your brand might consider adapting the message according to the social platform being used as geographically adapted branding is more of a big budget kind of game. Focusing on the audience at your fingertips is a great place to start. Another place to consider starting is traditional marketing avenues, just basic networking and handing out flyers. They are not glamorous forms of advertising but they do give you a chance to connect with your audience on a face-to-face basis if done correctly. There is much to be considered.
It comes down to knowing what your core message is and how to fit the delivery mechanism. This way you are able to create that connection and eventually cement the foundation of trust. People want to trust that your brand is there to provide a service while having their best interests at heart.
Psychographic Branding
Psychographic branding takes a more in depth approach to adaptive branding. This method involves using psychometrics to fine tune the brand message to fit specific personality types. This allows the brand manager to connect with people on a more individual level.
The purpose is to identify and define sub-targeting groups within the main marketing strategy. When done ethically, this approach can be a great resource for garnering return clients. It does require the marketing and branding teams to work closer than your typical setup. While also needing to have more time dedicated to the messaging to get it just right.
The mission is to give the audience the main benefits and how this product or service will solve an issue for them using precise language. For example, you may offer a CRM that could work well for lawyers and doctors. The language you will use to connect with them is not going to be the same. Using all three of these methods in combination will likely yield the best results in the long run.
Harness the Benefits of Being an Adaptive Brand – Stay Relevant in an Ever-Changing World
When it comes to branding and marketing it is all about staying ahead of the competition and building consumer relationships. This can be done with a variety of methods, in this particular case with adaptive branding. A brand that can evolve and stay relevant has the opportunity of creating customer loyalty through personalisation.
Ask yourself, what makes my brand relevant? Use that answer to start building your customer profiles. From there you can list about 3 ways you can include adaptive branding into your brand strategy. For some, a logo adaptation might work best while for others it could be about focusing on geographic messaging. In the end you are the one that knows your brand best and you can make the decisions that will grow your business. Just keep in mind that marketing is not about making that sale, it is about preparing the consumer for the sale. When they decide to make a purchase, you are the brand that comes to mind.
How to Create an Adaptive Brand That Changes With Its Audience
Creating a resonant brand identity that changes with its audience is essential for businesses to remain competitive in the digital age. To do this, businesses must develop customer personas for targeted messaging and campaigns. They must also create an adaptive brand architecture that is flexible enough to respond quickly to changing customer needs and preferences.
Additionally, businesses should use data-driven insights to inform their strategies and ensure they are providing the best possible customer experience. By understanding their customers’ needs and preferences, businesses can create an adaptive brand identity that resonates with its audience and stands out in a crowded marketplace.
You have the power to make these changes. You are the one who will ultimately connect with the audience you are targeting. Create a marketing and branding vision board to begin laying out a road map of where you want the brand to go. Visualise the growth and then do the work to get it there.
