Branding Trends Your Business Needs To Be Aware of.
It's not all about TikTok these days.Ciao Friends,
It’s a whirlwind out there, I know.
The world of branding and marketing is constantly evolving, and it can be hard to keep up with the latest trends. TIKOK? YouTube shorts? Do I need to buy a virtual property in the Metaverse and put up a billboard? 🤦♂️
All valid questions you should be asking yourself.
But if you want to stay ahead of the competition, ZAGGING when they’re zigging, it's important to be aware of what's coming up so you can futureproof your organization.
Here are some trends I’m watching out for.
The rise of experiential branding
Experiential branding is all about creating memorable experiences for customers. This can be done through things like in-store events, interactive marketing campaigns, or even just showing up and talking with your customers.
In-store events: Sephora hosts regular in-store events and brand activations, such as makeovers and product demonstrations. These events help customers learn more about the products and services Sephora offers, and they create a memorable experience that customers are more likely to share with their friends. In our post-COVID world, the importance of connecting with your audience ‘in the physical’ is becoming increasingly more and more paramount.
The importance of authenticity
While I am starting to hate the word, authenticity plays a pivotal role in your business. In a world where consumers are bombarded with marketing messages, authenticity is more important than ever. Customers want to feel like they can trust the brands they interact with. This means being transparent about your company's values and practices and giving your audience a peak under the hood.
Transparency: Patagonia is a company that is known for its transparency. The company publishes an annual environmental impact report, and it uses recycled materials in its products. Patagonia's commitment to transparency has helped the company build a strong reputation with consumers and has really set the bar on what it means to be an authentic, purposeful brand.
Honesty: Honest Tea is a company that is known for its, ahem, honesty. The company's products are made with all-natural ingredients, and their marketing materials are ‘honest’ and straightforward. In being ‘honest’ with all their communications, they’ve amassed an incredible and loyal following that has allowed the brand to branch in an organic way.
The power of storytelling
Stories are a powerful way to connect with customers on an emotional level. When you tell a compelling story, putting your audience as the hero, you can help them understand your brand and why they should care about and engage with you.
Personal stories: When telling stories, it's important to make them personal. This means using real people and real stories to connect with your audience. For example, Coca-Cola's "Share a Coke" campaign features cans with the names of real people on them. This campaign was a huge success because it allowed people to connect with the brand on a personal level and make a global behemoth seem local, even if it’s for just a moment or two.
The growing importance of diversity and inclusion
Look around, consumers are increasingly demanding that brands be inclusive and diverse. So much so that those brands that are leading the charge are in some instances able to demand a higher price point for their products. This means representing a variety of people in your marketing materials and hiring practices. This means making it part of your long-term brand strategy and not just a box to check.
Representing a variety of people: When creating marketing materials, it's important to represent everyone. This means including people of all ages, races, ethnicities, and genders. For example, Dove's "Real Beauty Sketches" campaign featured real women who were drawn by forensic sketch artists. The campaign was a huge success because it showed that beauty comes in all shapes and sizes.
The rise of sustainability
Sustainability should be more than just a buzzword as it is becoming increasingly important to not just current consumers, but the consumers on the cusp of adulthood (Gen Z and even Gen Alpha to some extent). This means making sure your brand is environmentally friendly, socially responsible, and morally ethical.
Environmentally friendly products: Consumers are increasingly demanding that brands be environmentally friendly. This means using sustainable materials in your products and packaging. For example, Patagonia is a company that is committed to sustainability and they demonstrate it with everything they do and say. They use recycled materials in their products and packaging and have recently just named planet Earth as their main shareholder.
Socially responsible practices: Consumers are also demanding that brands be socially responsible. This means giving back to the community and supporting causes that matter to your customers. Ben & Jerry's for example donates a portion of its profits to charity, and it supports causes such as environmental protection and human rights, so much so, they’ve even created their own Foundation.
So there you have it, just a few of the branding trends to watch in 2023. Notice how I didn’t touch on AI? By design because it’s something we’ll be talking about in the coming weeks.
Which of these trends are relevant to your business? How can I help you bring them to life?
✌️ Steven