Branding and strategy are two of the most important aspects of any business. They impact how successful a company is and how it is perceived by customers and competitors.
However, the landscape of business is constantly changing. Additionally, so are the ways in which branding and strategy need to be approached. In order to stay ahead of the curve, businesses need to be aware of the latest trends and developments in these areas.
Branding strategy today is somewhat like the music from the 60s and early 70s. It used to be all about creating a catchy jingle or slogan that people would remember. And while that is still important, the focus has shifted to creating a more holistic and emotional connection with customers. Therefore, the future of branding will definitely be more geared toward creating hyper-personalized experiences for customers. This will ensure that every product, service, or experience is human-centric.
Consumers now jump from brand to brand and product to product just because there are so many options out there. Therefore, brand relevance is more important than ever. Businesses need to create a brand that people can connect with on a personal level if they want to stay ahead of the competition.
We have selected a list of trends that you need to focus on in 2022:
The shift away from traditional branding and marketing strategies:
One of the biggest changes we are seeing in branding is the shift from traditional advertising methods to more digital and interactive approaches. Consumers now spend more time online than ever before. This means that they become increasingly resistant to traditional forms of advertising such as television commercials.
Branding is now about much more than just your logo or tagline. The future of branding will thus be more about the entire experience that your customers have with your business. This includes everything from the very first time they interact with you to the post-purchase follow-up. And in order to create a truly differentiated brand experience, businesses need to focus on three key areas:
Source: Simon Sinek
In today’s world, consumers are bombarded with marketing messages from all sides. They can see right through artificial or inauthentic branding, and it turns them off. To stand out, businesses need to be authentic in everything they do. This includes everything from their marketing communications to the way they treat their employees.
Source: Sprint Digital
A brand’s ability to connect with its customers on an emotional level is more important than ever. We are hardwired to make decisions based on emotion. Therefore, businesses need to find ways to tap into that and create an emotional connection with their customers.
In a world where we are constantly bombarded with information, businesses resonate with their customers by telling their story in a memorable and compelling way. This ensures that they cut through the noise. Storytelling helps businesses connect with their customers on a deeper level and create a lasting impression.
Instead, businesses need to focus on creating engaging content that will capture the attention of their target audience. This could include anything from informative blog posts and infographics to interactive quizzes and games.
The rise of social media:
Another key trend we are seeing is the rise of social media marketing. With over 2 billion active users on platforms such as Facebook and Twitter, it’s no wonder that more and more businesses are using these channels to reach their target audiences.
When it comes to social media marketing, it’s important to create content that is shareable and engaging. For example, rather than simply posting a link to your latest blog post, create an eye-catching image that includes a call-to-action.
A relevant example is Geico’s Gecko ad campaign. By creating a series of short, humorous videos featuring the popular lizard character, Geico was able to increase brand awareness and boost their social media engagement.
Another big change on the horizon is the way that consumers discover new products and services. In the past, people would generally find out about brands through traditional advertising channels like television and print ads. However, with the advent of the internet and social media, there are now many more avenues for discovery. For example, people often find out about new brands through influencers on social media or through online reviews.
A relevant example is Red Bull. The energy drink company didn’t just create a website and post some ads; they also produced their own content (e.g. Red Bull TV), which helped them to build a strong online presence and connect with their target audience.
It’s also important for brands to focus on their unique selling proposition (USP). What is it that makes your brand different from the competition? This communicates to consumers your unique standpoint. This will help to make your brand more memorable.
The evolution of technology:
As technology continues to evolve, it’s important for businesses to keep up with the latest trends in order to stay ahead of the competition. By staying up-to-date with the latest trends and using them to your advantage, you can ensure that your business is able to reach its full potential.
Here are a few technologies that are shaping the future of branding today
One of the most important trends in branding today is personalization. In a world where customers are bombarded with marketing messages from all angles, businesses need to find ways to stand out and create a more personal connection with their target audience. By collecting data about your customers and using it to create personalized content, you can ensure that your brand is speaking directly to them.
This has proven to dramatically improve sales and customer retention. Brands now search for ways to custom tailor holistic experiences, campaigns, software, and products to match the individual. As customers are constantly switching devices, your content should adapt to emerging technologies and platforms to deliver this to the consumers with the right timing.
A prominent example is Oreo’s “You can still dunk in the dark” tweet, which was sent during a power outage at the Super Bowl. The tweet went viral because it was personal, timely, and relevant to Oreo’s target audience.
Source: Chatbots Journal
Another trend that is growing in popularity is the use of chatbots. Chatbots mimic human conversation and are used to provide customer service, promote products, and even close sales. Many businesses are using chatbots to automate their customer service, and this trend is expected to continue.
This has proven to be an extremely effective marketing strategy, as chatbots are able to engage with customers in a natural way and provide them with the information they need.
A relevant example is Oreo’s Facebook Messenger chatbot, which was used to promote the brand’s new product, Oreo Thins. The chatbot asked users questions about their preferences and then provided them with Oreo Thins that matched their answers.
This was an extremely effective way to promote the product, as it allowed Oreo to connect with its customers in a personal and relevant way.
New Design realities
AP and VR are two new and upcoming technologies that are changing the landscape of design. Augmented reality (AR) is a technology that allows users to view digital information in the real world. For example, the popular game Pokemon Go uses AR to allow users to catch virtual creatures in the real world.
Virtual reality (VR) is a similar technology that allows users to view digital information in a simulated environment. VR, often used for gaming, is now used for other purposes such as education and training.
These new design realities are changing the way brands and businesses communicate with their customers. AR and VR provide new opportunities for businesses to create immersive experiences that engage and connect with their customers on a deeper level.
A relevant example is IKEA’s use of VR to allow customers to experience what it would be like to live in a home with IKEA furniture. This kind of experience allows customers to connect with the brand on a deeper level and makes them more likely to purchase IKEA products in the future.
The rise of voice technology
The rise of voice technology is another trend that is set to change the way brands communicate with their customers. With devices like Amazon Echo and Google Home becoming more popular, it’s likely that more and more people will start using voice commands to search for products and services. The future of branding will thus depend heavily on voice technology and how brands can maximize the use of this technology to create more personalized experiences for consumers.
This means that brands will need to optimize their content for voice search in order to be visible to potential customers. One way to do this is by using natural language keywords in your content. For example, if you’re a clothing brand, you could use the keyword “where to buy jeans” rather than “jeans.”
Another relevant example of the use of voice technology is Adidas. The company created a voice-activated assistant called “Adidas Go,” which helps users find information about products, store locations, and more. The app is currently only available in China, but it’s likely that Adidas will roll it out to other markets in the future.
Data-driven brand equity management:
Technology gave rise to a new breed of customer: the always-connected, always-on individual who is empowered by data. This customer expects brands to be more transparent and personalised than ever before.
In order to meet these expectations, brands need to adopt a data-driven approach to brand equity management. By utilising data insights, brands can better understand the needs and wants of their customers, and create more relevant and targeted communications.
A relevant example is Adidas’ recent launch of its ‘Create your own Game’ campaign. The campaign was designed to connect with young, digitally-savvy customers who are always connected and always on. Utilising data insights, the campaign personalised content and experiences for each individual, based on their specific interests.
This approach is not only more effective, but also more efficient. In a world where people are bombarded with marketing messages, brands need to be more strategic in the way they reach their target audiences.
Thus, the future of branding will most likely see utilising data and technology as an opportunity to create personalised content and experiences for their customers. This will help brands to cut through the noise and connect with their audiences on a more personal level.
Another trend that’s likely to impact the future of branding is the rise of experience-based marketing. In today’s world, people are inundated with marketing messages and it is difficult to stand out from the crowd. As a result, brands are increasingly turning to experiential marketing tactics in order to engage with consumers on a more personal level.
A relevant example is Red Bull’s Stratos project. It saw the energy drink brand send a man to the edge of space in order to break the world record for the highest skydive. This was an impressive feat that captured the attention of the public and cemented Red Bull’s reputation as an adventurous brand.
Looking to the future, it is likely that experiential marketing will become even more important as brands look for ways to cut through the noise and connect with consumers in a more meaningful way. Augmented reality (AR) and virtual reality (VR) technology will also play a role in the future of branding and marketing. It is believed that they will provide new ways for brands to create immersive and interactive experiences for consumers.
So, what does the future hold for branding and marketing? We can expect to see more brands focus on creating experiences for their consumers.
Finally, don’t forget to stay current on the latest news in the world of online marketing. Reading industry-related blogs and articles allows you to learn about new trends and strategies that you may not have considered before. By keeping your finger on the pulse of the latest news, you can ensure that your branding and marketing strategies are always on point.
As a branding and web design company ourselves, Pixel Street has kept abreast of all these changes in the world of branding. By following these tips, you can stay ahead of the curve when it comes to branding and marketing your business. Thus, staying informed and taking advantage of new opportunities ensures your business is well-positioned for success in the years to come. For more information, contact us directly.