Dynamic identity: Examples, benefits and brand Impact

Artyom Dovgopol

In today's competitive landscape, flexibility is key. Dynamic identity keeps your brand alive, relevant, and appealing amid constant change 😉

Key takeaways👌

What is dynamic identity?

Dynamic identity is a bit of a paradox. We’re used to the idea that if you pick a certain “wrapper” for your brand, it’ll stay unchanged for a long time – that’s exactly what’s called “identity,” after all.

Dynamic identity, however, is the part of the brand that does allow some changes, always dynamic and in flux. Taking into account multiple factors such as user behavior, seasonal shifts, and the overall mood of the public, it promptly reacts to market changes, adjusting for maximum impact and profits.

Don’t get us wrong—it’s not about completely revamping the brand’s nature to better fit the market, just certain specific parts. Logos, fonts, philosophy, and other elements of traditional brand identity remain untouched for the sake of familiarity.

A dynamic brand identity is like a chameleon on a dance floor — it changes colors with the lights, the rhythm, and the crowd, but it’s still unmistakably a chameleon

How does dynamic identity work?

So this entire “in flux” part of brand identity rests on three main pillars – each equally important:

• Data. Specially designed systems track user behavior and collect relevant data, such as geolocation, browsing history, or interaction patterns. This information becomes the foundation for delivering personalized textual and visual content tailored to each user.

• Algorithms. These are sets of programmed rules that respond to data input and automatically adjust brand identity elements. Algorithms determine how changes happen — analyzing user interactions and triggering predefined modifications in layout, color schemes, messaging, etc. Simply put, algorithms are the logic engine behind dynamic identity.

• Context adaptation. While algorithms focus on how changes occur, context adaptation is about when and why. It uses environmental factors — like time of day, location, season, holidays, or device type — to make the brand feel timely and locally relevant. The brand reacts to the user’s surroundings, creating a more immediate and emotionally resonant experience.

The difference between algorithms and context adaptation can be a bit confusing, so think of it this way: Algorithms are like smart robots that follow rules to decide what to change. Context adaptation is like the brand looking around and adjusting based on where you are or what time it is.

Pros of dynamic identity

Recommendation systems have been tuned to perfection over the last 5–8 years, and you can’t deny it – not having to search for something, and watching a website serve everything you need on a platter the moment you log in is… nice.

This is a great example of dynamic identity, and it’s not hard to see the advantages it can bring to aspiring businesses – more clients, more products sold, more profits, more interaction.

But let’s dig a bit deeper into why exactly dynamic brand identity can be good for your business:

• Increased Engagement and Loyalty. Dynamic identity adapts content based on user behavior, making interactions more personalized and relevant. This boosts engagement and strengthens loyalty, as customers feel the brand understands their interests and needs.

Personalized Customer Interaction. Dynamic identity allows visual elements and content to be tailored to each customer’s preferences. This creates a unique experience for every user and increases the likelihood of purchases and customer retention.

• Adaptation Across Platforms. Dynamic identity helps brands adjust their content to fit various devices and platforms. This improves the overall brand experience by ensuring an optimal user journey on both mobile and desktop devices.
• Business Benefits. Using dynamic identity enhances engagement, strengthens loyalty, and boosts conversion rates. Personalized and adaptable interactions create a better user experience, which contributes to steady, sustainable business growth.

Examples of a successful dynamic brand identity

So it’s a good thing all around, it seems. No wonder that some of the most successful and profitable brands out there in the world have already introduced dynamic brand identity systems into their products. Here are a couple of examples:

• Google: Logo Changes (Google Doodles). Google effectively uses dynamic identity through its Doodles—special logo variations. These changes reflect seasons, holidays, or significant global events. Each Doodle is an interactive element that captures attention and boosts user engagement. A key advantage is that, despite the changing appearance, users can always recognize Google thanks to the consistent font and overall structure.
• Coca-Cola: Personalized Bottles. Coca-Cola introduced a dynamic identity through personalized bottles featuring individual names. The “Share a Coke” campaign allowed the brand to tailor its product to each customer, enhancing personal connection and engagement. It’s a great example of how brand identity can shift based on individual preferences, creating an emotional bond with consumers.
• Airbnb: Identity Adaptation to User Needs. Airbnb adjusts the visual elements of its website and app based on location, time of day, and even user moods. For instance, the homepage may show different suggestions depending on previous searches or user settings. This personalization enhances the overall experience and increases engagement.

Cons of dynamic brand identity

Gotcha! Of course, it’s not a foolproof method of attracting a new audience. In today’s digital environment, real professionals and years-long, time-tested systems are often being replaced with more popular—but flawed—methods of personalization.

There is such a thing as too much personalization, so it’s important to keep things individualistic without bombarding users with recommendations they never asked for.

Here are a couple of things to watch out for when working with dynamic brand identity systems:

• Wrong implementation. Take Spotify’s 2024 Wrapped, for instance — a once-beloved feature that turned into a disappointment for many. What used to feel personal and thoughtfully curated suddenly felt generic and off-base. Why? Reports pointed to a heavier reliance on LLMs and automated systems, which missed the nuances that make music taste personal. That’s the risk of handing over too much of your brand identity to algorithms without proper oversight.
• Feeds. Are. Everywhere. Then there’s the obsession with dynamic feeds. It’s like every platform saw TikTok’s success and decided, “Yep, we need that too.” Suddenly, even banking apps are throwing content feeds at users. This trend-chasing approach can dilute a brand’s identity rather than enhance it, especially if the content isn’t relevant or welcome.

And a bit more about websites…

To get a better understanding of website after-lunch support, read our Website maintenance and updates: What you need to know after launch

How to create your dynamic brand identity?

Now that you have all the info necessary to decide whether you’re ready to add some flexibility to your brand, let’s move on to the technicalities—how to actually implement it:

• Identify the scenarios where your brand identity should adapt. These may include: Time of day (e.g., day and night versions of your interface), user  location (If operating in international markets, you can adapt identity elements to reflect cultural nuances in different regions), seasonal changes (This could involve special versions of your site for holidays or seasons, like summer and winter themes), user actions on the site (such as behavior-triggered changes).
• Develop a Flexible and Adaptive Design System. Create elements that can dynamically change depending on the context. Use vector graphics to ensure scalability without quality loss, and universal fonts to maintain readability and consistency across platforms.
• Integrate Dynamic Identity Through Technology. Leverage CSS and JavaScript to enable interface changes. Content Management Systems (CMS) can help automate the adaptation of visual elements, while AI can be used to personalize content based on user behavior and preferences (use it with caution, though).

And remember that just as any other system, dynamic brand identity should be maintained on a regular basis, so never stop improving it and keeping it fresh, because that’s the whole point: Gather feedback and do some testing, keep traditional brand identity elements in check, make a plan for the dynamic brand identity elements update.

Conclusion

In a world where trends shift overnight and audiences engage across countless platforms, a static brand identity is no longer enough. Dynamic brand identity offers the flexibility and responsiveness modern brands need to stay relevant, relatable, and resilient. It’s not about abandoning consistency, but about evolving with intention — adapting visuals, voice, and messaging while staying rooted in a clear core purpose.

Brands that embrace this dynamic approach aren’t just surviving change — they’re leading it.

Recommended reading 🤓

"Designing Brand Identity: An Essential Guide for the Whole Branding Team", Alina Wheeler

A practical guide to creating and managing brands, covering both theoretical and practical aspects of identity design, including its adaptation.

On Amazon

"Workbook For Building a StoryBrand", Sterling Brandwell

Helps build a clear, compelling brand message. Focus on the dynamics of perception and adapting communication to the client.

On Amazon

"The Brand Gap: How to Bridge the Distance Between Business Strategy and Design", Marty Neumeier

A classic that explains how to combine business strategy with a creative approach. Ideal for understanding the role of flexible, evolving identity in the modern world.

On Amazon