1. Home
  2. Branding
  3. 5 Characteristics of a Dynamic Brand

5 Characteristics of a Dynamic Brand


What are the characteristics of a dynamic brand? A brand represents the consumers’ perception of your company. When you are a food business, it’s your reputation, advertising and may include your logo.

You’re never too small to brand. One thing small business owners might choose to neglect is their brand. Some may think they’re too “small” to warrant professional representation. Others may think it’s an expense they can spare, or isn’t important. Not so.

You’re doing your business a disservice by thinking this way. One of the major components of a brand is a logo. The logo is the “face” of your business. It what people instantly recognize. For a food entrepreneur, a professional logo design must be simple enough to be memorable. On the other hand, it must also be powerful enough to give the desired impression of your company.

Your Brand

Your brand is derived from who you are, who you want to be and who people perceive you to be. In simple terms, your brand is your promise to your customers. It tells them what they can expect from your products and it differentiates your products from your competitors’.

Another Great Read:  How to do the Business Networking Thing

If you have a logo, think about what it says about your business. What pops out at you? Did you know branding can also help a business get word-of-mouth referrals?

Today we are chatting with Adam Feller of Avidity Creative. A branding and design agency specializing in the food and beverage industry. Avidity Creative uses industry knowledge and experience paired with award-winning creative skills. Their goal is to help you attract new customers and keep those customers coming back.

5 Characteristics of a Great Brand

  • Clear and concise message
  • One main differentiator/promise
  • Recognizable brand visuals
  • Authenticity/Passion
  • Consistent

Show Notes

Bear in mind, great brands are genuine, interesting and engaging. They don’t have to work overtime to get a consumer’s interest, They’re so interesting they demand attention. You know this yourself just by looking at the brands you follow on social media. How often are you drawn into those Wayfair popups?

Adam, of Avidity Creative, insists great brands are:

  • Consistent
  • Don’t use different logos
  • Have color consistency
  • Send out the same message
  • Don’t rush the decision-making process
  • Avoid impatience with market reaction
  • Are not quick to rebrand.
Another Great Read:  Hosting a Safe Popup at Home: Caution!

Adam believes customers don’t see your product as you do, they don’t see it every day like you do. This is why it is important to live with your branding selection for a while. Give it time to grow roots.

Avidity Creative’s services include brand strategy, naming, and identity design. Packaging design, print design, advertising, and social media.

About Adam Feller

brandAdam is a creative director, founder, Podcaster and lover of pizza, (deep-dish is for the birds, give me New York style). With eight years in the branding and advertising industry, he has been honored as Ad Pro of the Year for his expertise by AAF of Des Moines. And has award-winning work as recognized by the American Advertising Awards, Art Director’s Association of Iowa and LogoLounge Book 11. Adam is the host of The Food Business Podcast. He is the owner of Avidity Creative. A branding and design agency specializing in the food and beverage industry where they use targeted strategy to build brands for attracting and retaining customers for their clients.

Contact Adam Feller, Creative Director
adam@aviditycreative.com | 712-269-0941
facebook.com/aviditycreative | @aviditycreative