Intense competition, the ever-changing technology landscape, and continuous digital innovation have permanently altered the world of branding.
Today, branding has far exceeded just simple visual differentiation. It now encompasses a whole new set of elements– Social Consciousness, Authentic Customer Relationships, and Community-centered Communication. Developing and shifting your brand involves a deep understanding and implementation of the latest branding trends.
Here are 10 Latest branding trends you shouldn’t miss out on
The Role of Chatbots
Emphasis on Experience
Implementation of AR
Brands with a Social Conscience
Effective Content Creation
Taking a stand
Digital Detox Paradox
Let's take a closer look at each of these, one by one.
Latest branding trends:
1. Brand Personalization:
Consumers relate to stories and people, not just products. Creating a personalized brand connection builds customer loyalty and trust.
Additionally, organizations automate their practices today. A healthy mix of automation and personalization is vital to the brand’s success.
2. The Role of Chatbots:
Chatbots are altering customer relations and developing new branding trends. AI is enabling brands to create a constant dialogue with customers, simultaneously enabling Conversational Marketing.
3. Emphasis on Experience:
CX and UX – both stimulated and physical – like pop-up shops, online experiences, and flagship stores will dictate the future of branding.
4. Implementation of AR:
AR, especially in retail, provides real-time interaction with products and services as opposed to VR, which places consumers in an artificially created environment.
E.g., the Ikea Place app used AR to showcase how their products will fit into their homes.
5. Brands with a Social Conscience:
Social Conscience is a sign of longevity, and consumers want brands to share their viewpoints and sensitivities. Millennials, in particular, have higher expectations of the world’s leading corporations.
6. Effective Content Creation:
In a world where information overload is a reality, companies cannot underestimate the value of effective content creation. Brand experts are advised to focus on quality over quantity when it comes to content creation.
7. Influencer Marketing:
According to an eMarketer survey from 2017, $570 million was spent globally on influencer marketing.
In 2018, $1.6 billion was channeled toward sponsorship posts on Instagram.
8. Taking a stand:
Consumers carefully monitor brand positioning based on major cultural or societal events. Brands play an increasingly prominent role in shaping culture.
For example, Nike’s ad endorsing controversial ex-NFL star Colin Kaepernick.
9. Mobile-User Interaction:
With customers’ rapidly reducing attention spans and hectic work-life schedules, text, audio, and video content will be shortened to effectively communicate messages in short bursts. Branding activities will become more directed, offering curated consumer content.
10. Digital Detox Paradox:
As a study by the World Economic Forum explained, there are a whopping 4.4 billion globally connected consumers today.
The same study showed that social media usage for Millennials has dropped significantly since 2019.
Scientific research has emphasized the health benefits of reduced digital device usage. Companies will need to navigate this complex social puzzle.
Brand Building Trials in 2023
Constant Content Creation
Distinctive Emotional Connect
Scale with Long-term Vision
Marketing Team Skill Gaps
Let's have a look on Brand Building Trials 2023
1. Constant Content Creation
With the wide variety of content available on multiple platforms, one of the truest tests of a brand’s endurance will depend on its ability to generate unique content on a daily basis.
By operating with transparency and giving consumers insights into your brand’s day-to-day functioning, it will help create a transparent, emotional connection and allow for original content generation.
2. Distinctive Emotional Connect
Most brands tend to struggle with the basic essence of any successful brand, creating emotion.
Ensuring that your leadership and brand team are on the same page with regard to the brand’s emotive prompts and purpose will create a more accurate and authentic blueprint for the future of branding for your organization.
3. Scale with Long-term Vision
As with other aspects of business, scaling a brand irresponsibly can, in fact, be highly detrimental to its overall growth. For long-term success, brands must learn how to resist expansion, latching onto trends unnecessarily, and stick to their core values.
4. Marketing Team Skill Gaps
As the landscape of global branding continues to evolve with technology, there is now an increasingly large skills gap for most teams.
Brand teams need to invest in upskilling their teams to be highly proficient in operating and understanding AI platforms and ML tools to cope with the latest branding trends.
Branding in the Social Media World
Companies still struggle when developing a sustainable Branding Model that can operate successfully in this cluttered social media world.
Online platforms continue to dictate the marketplace, despite heavy investment from other corporations.
Content, Data, and business are now all interlinked, and this is apparent in the rising popularity of DTC (Direct To Consumer) Brand Models being applied to media. This will enable greater innovation in the application of branding techniques and help ensure that authenticity and personalization are rewarded handsomely for most brands in the near future.