Changes in Business Require Changes in Brand

Brand Challenges Raised by Digital Transformation

1. Outdated Brand System

The traditional approach to brand strategy, creation and expression is overdue for an update in today’s context, where digital is changing what a brand looks and sounds like, as well as how it behaves—and what it can do. Many companies are still working from an outdated brand system and need to invest in branding that complements newly digitized customer experiences. They also need to reconsider differentiation, equity, and loyalty in a multi-dimensional digital world. Because today's platforms require a different approach—from a static, two-dimensional system (preserved in a PDF) to a dynamic brand system that is more responsive to the world in which it operates.

Brand Challenges Raised by Digital Transformation

Changes in Business Require Changes in Brand

1. Outdated Brand System

The traditional approach to brand creation and expression is overdue for an update in today’s context, where digital is changing what a brand looks and sounds like, as well as how it behaves—and what it can do. Many companies are still working from an outdated brand system and need to invest in branding that complements newly digitized customer experiences. They also need to reconsider differentiation, equity, and loyalty in a multi-dimensional digital world. Because today's platforms require a different approach—from a static, two-dimensional system (preserved in a PDF) to a dynamic brand system that is more responsive to the world in which it operates.

2. More Consumer Choices

While established companies have been trying to catch-up, tech savvy start-ups have been stealing market share. With the increase in competition, traditionally branded companies can no longer rely on reputation, pricing or specs. They need to consider modern consumer demands, overhaul the system, and build a brand presence that is more credible and relevant to every stage of the journey.

3. Buyer Behavior Changes

In today’s buyer journey, a human may not be the first, second, third, or even tenth point of contact for the brand. Now, empowered buyers are doing there own research, reading analyst reports, third-party reviews, and news stories. With a significant percentage of a prospective buyer’s time spent on platforms brand's can't control, it is important to optimize the space they can control by developing brand voice, tailoring messages for core audiences, and ensuring website copy reflects the brand. Today, Brands aren’t always telling their own stories, and it’s why brand is so important.

2. More Consumer Choices

While established companies have been trying to catch-up, tech savvy start-ups have been stealing market share. With the increase in competition, traditionally branded companies can no longer rely on reputation, pricing or specs. They need to consider modern consumer demands, overhaul the system, and build a brand presence that is more credible and relevant to every stage of the journey.

3. Buyer Behavior Changes

In today’s buyer journey, a human may not be the first, second, third, or even tenth point of contact for the brand. Now, empowered buyers are doing there own research, reading analyst reports, third-party reviews, and news stories. With a significant percentage of a prospective buyer’s time spent on platforms brand's can't control, it is important to optimize the space they can control by developing brand voice, tailoring messages for core audiences, and ensuring website copy reflects the brand. Today, Brands aren’t always telling their own stories, and it’s why brand is so important.

4. Business Model Shifts

The most evident branding challenge may also be the most daunting. As technology shifts business models and offerings, so too does it shift points of differentiation and marketing strategies. However, because change is often incremental, the need isn’t always apparent until a brand’s messaging and product portfolio are already misaligned. To prevent this scenario, companies need to consider how strategic shifts impact their brand, and be willing to devote the resources required to evolve it at the same pace as innovation.

5. Machine Equity

As important as human recognition is to branding, the digital age also demands building equity among machines. Because brands need to show up in search results to be considered. For example: which keywords should the brand be associated with and to what pages should results be pointing? Until recently, SEO and SEM haven’t been viewed through the brand lens. But digital audiences are algorithmic as well as human, and it is important to consider how messaging, content, and web design affect rankings without compromising brand voice or values.

4. Business Model Shifts

The most evident branding challenge may also be the most daunting. As technology shifts business models and offerings, so too does it shift points of differentiation and marketing strategies. However, because change is often incremental, the need isn’t always apparent until a brand’s messaging and product portfolio are already misaligned. To prevent this scenario, companies need to consider how strategic shifts impact their brand, and be willing to devote the resources required to evolve it at the same pace as innovation.

5. Machine Equity

As important as human recognition is to branding, the digital age also demands building equity among machines. Because brands need to show up in search results to be considered. For example: which keywords should the brand be associated with and to what pages should results be pointing? Until recently, SEO and SEM haven’t been viewed through the brand lens. But digital audiences are algorithmic as well as human, and it is important to consider how messaging, content, and web design affect rankings without compromising brand voice or values.

A Modern Approach

Purpose-Driven,
Experience-Based,
& Powered by Digital

Our Solution

In this age of customer empowerment and interactivity, brands grow faster when they’re hyper-relevant and built to work across digital platforms. But instead of treating digital as a channel, we think of it as an experiential ecosystem uniting people with products and services. Dymic’s approach to brand creation is anchored in strategic purpose and leverages data-driven insights to create experiences that are more contextual, personal and intelligent. From new company creation to reframing for growth, Dymic delivers a Brand strategy that connects positioning to portfolio and experience, and optimizes the journey around the customer to drive relevance and differentiation in a complex, world of choice.

Schedule A Brand Consultation
0
Consistent branding across all channels builds
trust and increases revenue by 23%

A Modern Approach

Purpose-Driven, Experience-Based, Powered by Digital

Our Solution

In this age of customer empowerment and interactivity, brands grow faster when they’re hyper-relevant and built to work across digital platforms. But instead of treating digital as a channel, we think of it as an experiential ecosystem uniting people with products and services. Dymic’s approach to brand creation is anchored in strategic purpose and leverages data-driven insights to create experiences that are more contextual, personal and intelligent. From new company creation to reframing for growth, Dymic delivers a Brand strategy that connects positioning to portfolio and experience, and optimizes the journey around the customer to drive relevance and differentiation in a complex, world of choice.

Schedule A Brand Consultation
0
Consistent branding across all
channels builds trust and increases
revenue by 23%

Brand Strategy

Purpose & Positioning

Today’s successful Brands know what they believe and why they exist. In our experience, a position problem is usually a purpose problem.

  • Brand Discovery
  • Customer Personas
  • Positioning Statement
  • Mission, Vision & Values

Brand Identity

Visual & Voice

Brands need to be hyper-relevant: they need to surprise and connect with customer’s lives while engaging them throughout their journey.

  • Logo Design
  • Naming, Slogans & Taglines
  • Voice & Identity Guidelines
  • Brand Management System

Brand Collateral

Impression & Experience

Brands are experiences. Bringing your brand to life means creating customer-focused business collateral that forms a lasting impression.

  • Website Design
  • Brand Videos
  • Branded Content
  • Presentation Decks

Brand Strategy

Purpose & Positioning

Today’s successful Brands know what they believe and why they exist. In our experience, a position problem is usually a purpose problem.

  • Brand Discovery
  • Customer Personas
  • Positioning Statement
  • Mission, Vision & Values

Brand Identity

Visual & Voice

Brands need to be hyper-relevant: they need to surprise and connect with customer’s lives while engaging them throughout their journey.

  • Logo Design
  • Naming, Slogans & Taglines
  • Voice & Identity Guidelines
  • Brand Management System

Brand Collateral

Impression & Experience

Brands are experiences. Bringing your brand to life means creating customer-focused business collateral that forms a lasting impression.

  • Website Design
  • Brand Videos
  • Branded Content
  • Presentation Decks

Customer Experience

Transforming Brands
to Grow Businesses

Our Solution

Brand is more than a logo, name or slogan — it’s the entire experience a customer has with a company and its products or services. But there are many audiences and touch-points to consider, and many channels to engage in the customer journey. With this in mind, Dymic combines the brand vision model—a framework that distinguishes brand in several ways—with the client’s knowledge of their business to define every aspect of the brand and its purpose. Companies that stand for something bigger than what they sell… are more likely to attract consumers, influence purchasing decisions, and improve competitiveness. Moreover, when it comes to creating employee, shareholder, and customer value, articulating ‘why’ an organization exists has never been more important. It is the path to building the four dimensions of Brand equity—loyalty, awareness, associations, and perceived quality, which is more than a tactical aid to generate short-term sales, it’s a key factor in supporting the long-term value of an organization.

0
US brands lose $41 billion a year due to a poor customer experience.
0
77% of B2B marketers say branding is critical to their growth

Customer Experience

Transforming Brands to Grow Businesses

Our Solution

Brand is more than a logo, name or slogan — it’s the entire experience a customer has with a company and its products or services. But there are many audiences and touch-points to consider, and many channels to engage in the customer journey. With this in mind, Dymic combines the brand vision model—a framework that distinguishes brand in several ways—with the client’s knowledge of their business to define every aspect of the brand and its purpose.

 

Companies that stand for something bigger than what they sell… are more likely to attract consumers, influence purchasing decisions, and improve competitiveness. Moreover, when it comes to creating employee, shareholder, and customer value, articulating ‘why’ an organization exists has never been more important. It is the path to building the four dimensions of Brand equity—loyalty, awareness, associations, and perceived quality, which is more than a tactical aid to generate short-term sales, it’s a key factor in supporting the long-term value of an organization.

0
US brands lose $41 billion a year due to
a poor customer experience.
0
77% of B2B marketers say branding
is critical to their growth

Brand Transformation
Client Testimonials

Web Design, SEO & Digital Marketing
Our law firm remained the same size for nearly 3 decades — one location, two attorneys and about 3-4 legal secretaries. Since launching our campaigns with Dymic, our firm has over tripled in size. We just purchased a second office building to meet our growing needs and now staff 9 attorneys and about 20 legal staff. Their team is extremely talented. I highly recommend reaching out to Dymic.
Adam Savin

Partner, Law Offices of Savin & Bursk

Review Management & Social Media Marketing
I have the professional pleasure of working with Dymic with their Review Management and Social Media services, and I could not be happier. I have worked with countless agencies and marketing service providers in the past 20 years, and the sheer professionalism, clear communication and responsiveness to our account is unparalleled. Thanks Dymic, for making my professional life easier and for making the clients look like rock stars!
Heather Schueppert

CMO, Unified Women’s Healthcare

Web Design & SEO
Dymic has worked with me to address my needs as an artist and a business from our first meeting. They recommend solid solutions and know how to implement them. The SEO work they've put into my website is solid. I was lost in google and now you can find me on the first two pages of Google. They are knowledgeable, responsive, and effective. The people that work there, from design to SEO, are true professionals you can actually trust.
Caroline Malouf

Owner, Caroline Malouf Photography

Brand Transformation
Client Testimonials

Web Design, SEO & Digital Marketing
Our law firm remained the same size for nearly 3 decades — one location, two attorneys and about 3-4 legal secretaries. Since launching our campaigns with Dymic, our firm has over tripled in size. We just purchased a second office building to meet our growing needs and now staff 9 attorneys and about 20 legal staff. Their team is extremely talented. I highly recommend reaching out to Dymic.
Adam Savin

Partner, Law Offices of Savin & Bursk

Review Management & Social Media Marketing
I have the professional pleasure of working with Dymic with their Review Management and Social Media services, and I could not be happier. I have worked with countless agencies and marketing service providers in the past 20 years, and the sheer professionalism, clear communication and responsiveness to our account is unparalleled. Thanks Dymic, for making my professional life easier and for making the clients look like rock stars!
Heather Schueppert

CMO, Unified Women’s Healthcare

Web Design & SEO
Dymic has worked with me to address my needs as an artist and a business from our first meeting. They recommend solid solutions and know how to implement them. The SEO work they've put into my website is solid. I was lost in google and now you can find me on the first two pages of Google. They are knowledgeable, responsive, and effective. The people that work there, from design to SEO, are true professionals you can actually trust.
Caroline Malouf

Owner, Caroline Malouf Photography

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