Amazon’s Jeff Bezos once said, ‘A brand for a company is like a reputation for a person. You earn a reputation by trying hard to do things well.’ You’ve probably got a solid brand strategy by now, but that doesn’t mean there isn’t room for improvement. Branding is always evolving, and so it’s well worth educating yourself about the latest trends.
1 . Philanthropy
A recent survey in the Business Wire suggests that ‘seventy percent of consumers want to know what the brands they support are doing to address social and environmental issues.’ They add that,’ 46% pay close attention to a brand’s social responsibility efforts when they buy a product.’ Many companies are now choosing to shape their branding around sustainability, charity work, or social justice. Philanthropy isn’t just beneficial for our society; establishing a philanthropic reputation helps companies to improve their appeal.
Ben & Jerry’s have been consistently perfecting their social image. The ice cream brand supports sustainable agriculture and gives money to peace projects. Lego has partnerships with the World Wildlife fund and are working steadily towards a ‘100 percent renewable energy capacity by 2030.’ When companies seek to become socially responsible brands, they have much to gain for their reputation.
In 2020 we’re seeing lots of ‘nostalgic branding’. This kind of branding seeks to appeal to the target audience’s memories and emotions. The idea of nostalgic branding is about rewinding back to ‘the good old days,’ conjuring up fun memories of the past.
Doritos used a throwback video featuring ‘The Backstreet Boys’ to promote its Flaming Hot Nachos during the Superbowl. Campaigns using old school music or TV references are often used to target millennials. Motorola recently re-released its popular 90’s flip phone as a brand new touch-phone. Companies know that they can appeal to consumer values by offering them a trip down memory lane!
3. Augmented Reality
To inject a bit of fun into your branding strategies, augmented reality is the way to go. Plenty of brands are doing it, including Adidas and Gucci, both companies have created apps which allow you to try on shoes virtually! Shopping for a cute new outfit? With the Asos AR setting, you can aim your phone at any surface and watch the avatar (virtually) model the clothes. Companies know that competition is vast; to improve your branding, it’s about being creative.
4. Multiple Logos
Promoting your business isn’t as simple as it used to be; these days, you’ve got to appear everywhere! Brands have started creating multiple versions of their logo to complement the layout of different platforms. For instance, you might have a detailed logo for your website, and a slightly simpler format for your Instagram and Twitter.
In 2020, the trend of minimal logos is still going strong. To stay on-trend, avoid complex logos, and keep it simple. Never underestimate the value of your logo to represent your organization. It’s likely that you’ll have to try out a few different logo samples to find the right fit. Every kind of organization needs a design that’s right for them, whether it’s logos for law firms, clothing brands, or even church logos. Companies such as Vivid Loom specify in church logo samples specifically.
Authenticity is highly important to the modern consumer. Customers prefer organic companies instead of heavily airbrushed brands. According to Oberlo, ‘86% of consumers say that authenticity is a crucial factor when they are deciding which brands to support.’ So how can you make your branding more authentic?
Use your brand story: A compelling brand story can help your company to come across as more authentic and human. Talk about your brand’s history, including the problems you’ve faced along the way.
Use CG content: Instead of lots of staged content to promote yourself, use genuine videos and pictures of actual people enjoying your products.
In 2020, we’re seeing lots more personalization in branding and marketing. Companies want to make their consumers feel valued and appeal to their uniqueness. There are many ways you can use personalization as part of your branding; let’s take a look at a few examples.
Asos social: When consumers use Asos, the website encourages them to sign up using their social media account. Using their social data, Asos can target their customers with more personalized messages.
Shutterfly photos: When using the Shutterfly website the site asks for access to your photo library. If you grant permission, you’ll see photos of you and your friends on all the items in the online store!
Personalized branding is the best way to increase your sales and improve your reach.