5 Trends That Will Change The Future of Branding

Branding is an important part of any company’s marketing strategy, especially if you want to differentiate your business and stand out from the competition. According to Forbes, a brand is a company’s entire identity as it expresses its identity.

The branding process involves creating a recognizable image for your business that you can market through different channels.
A strong brand can help attract new customers, drive sales, and increase word-of-mouth marketing. It can also have a negative impact on your company if it’s not done well. A weak brand could put off potential customers and even reduce the value of your company in the eyes of investors. In this article, we’ll take a look at some interesting brand trends for the coming year that you should consider when developing your own branding strategy.

Consumers are More Discerning than Ever
The first trend we’ll look at is that consumers are more discerning than ever before when it comes to branding. Whereas in the past it was enough to slap a logo on everything and hope that people would recognize it, now people are more critical of branding and expect it to reflect their values.
Stackla reports that “88 per cent of consumers say that authenticity is a key factor when deciding what brands they like and support.”
When developing your brand, you need to ask yourself “why” your logo is the way it is and what it stands for. Is it modern, or innovative? Does it represent trust? Does it relate to your customers?
For example, McDonald’s is famous for its “golden arches” logo. It is instantly recognizable and has become synonymous with fast food. However, it might not have stood out as much if they had chosen a different logo. Similarly, Starbucks’ branding is so recognizable that people even dress up like baristas for Halloween!

Video will be a Key Branding Tool
Another trend to look out for in 2023 is that video will be a key branding tool for businesses. With the rise of social media and streaming services like Netflix, there is an abundance of video content available. Now, more than ever, people are looking for visual content and want to consume their news and entertainment through video.
In a report published by HubSpot, “94% of marketers agree that videos have helped increase user understanding of their product or service and 81% of marketers feel that video has a direct, positive impact on sales.”
What does this mean for branding? It means that you need to start investing in creating video content. You don’t just need a few video clips or a video on your website. You need to create a video strategy that includes hosting videos on various channels, uploading them to social media, and promoting them through paid advertising. You could even go as far as creating a branded video series. For example, a series of videos taking people behind the scenes in your office or showing how your products are produced. Video is a great way to show off your business and build trust.

Artificial Intelligence is Going to Change Branding
Artificial intelligence is a trend that has been looming on the horizon for a while now, but many businesses have been slow to start implementing it.
However, AI will become an important part of branding soon. One area that businesses are starting to capitalize on is voice search. With the rise of smart speakers, people will use Amazon’s Alexa or Google Home to ask questions and find information. This is a huge opportunity for brands to get their name out there. You can set up your company so that when people ask Alexa or Google Home a question, you can be one of the top results.

Responsive Design Will Become Even More Important
Responsive design is the practice of creating websites that are optimized for all types of devices.
It is not enough nowadays to just build a website for a computer. Consumers now expect to be able to view your website on their phones. In fact, Google is giving preference to websites that are optimized for mobile. This is especially important for branding, as having a responsive design will help you to reach more customers.
On the importance of responsive design, GoodFirms asserts that “73.1 per cent of web designers believe that a non-responsive design is a top reason why visitors leave a website.”
It is important to note that you don’t just have to build a mobile website. There is no such thing as a mobile website. They are just websites that adapt to the screen being used to view them. So, you need to design your branding so that it can be displayed on any screen. This may mean including fewer images, as these take up a lot of space on smaller devices.

Branded Services will Grow in Importance
Branded services are services that your company provides that aren’t directly related to your product. For example, Apple offers free “Genius Bar” repairs, which gives them some much-needed positive PR.
Branded services are a great way to build up your brand and offer something of value to customers. They provide a service people need and associate that service with your brand. Google is another example of a company that excels at this. When you have a problem with your computer, you search for “computer help.” Instead of showing you a list of results, Google recommends that you use their “Helpouts” service. This is a way for Google to provide customers with support and promote their services at the same time. Branded services are important for branding for a couple of reasons. First, they are valuable to customers. When you provide something useful, they associate that service with your brand.

Summary
Now that you know what the future holds for branding, you can create a strategy that will help your business to stand out from the crowd. There are many things to consider, but if you keep these trends in mind, you will be able to create a strong brand that will attract new customers and build your brand equity.

Begin Your Branding Journey
VisualHQ is a creative and media communications agency dedicated to helping brands and startups succeed. From branding, advertising, and visual design to content creation and social media messaging, we cover it all.
Ready to build a distinct brand identity? Contact Us, today.

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