It’s a new year and what better way to celebrate than bringing your brand to the next level. Brand trends are going to be approached differently in 2020. Intense competition and constant technological innovation have changed the concept of branding for good. Today, it reaches far beyond mere visual differentiation. It encompasses an entire new set of elements, social consciousness, authentic customer relationships and community-centered communication. Building and developing your brand involves understanding and implementing new branding trends.
Here are 9 branding trends your business should be capitalising on in 2020.
- Personalise Your Brand
Customers relate to people, not the product you are selling. If they can relate to your brand in a more personalised way, they are far more likely to place their trust in it. You need to build authentic relationships with your customers rather than just trying to sell to them. They are looking for a personalised experience. Storytelling is a vital component of branding. For example, Subaru does more than just sell cars in their advertisements.
Each ad tells a story about an adventurous lifestyle. In one of their advertisements, a blind artist who works at the Enchanted Hills Camp and Retreat in Napa, California guides sighted people on trails. Subaru wanted to find someone who was not just acting the part, they wanted the story to be authentic.
You need to think about the brand personality you want to put out there. Your customers need to recognise a human being behind the brand. They want to feel a human connection. Most businesses automate processes today, however, automation cannot dominate. Mixing it with personalisation is crucial. Another method to humanise your company is to take people behind the scenes of the business.
- Utilise Chatbots and Other Engaging Technology
New technologies such as chatbots, are transforming how companies interact with customers and make new branding trends appear on the horizon. However, chatbots are no longer considered a new trend in the marketing industry. This tool has proven itself to be vital for every brand. This new wave in artificial intelligence is helping brands become more interactive when it comes to engaging customers.
It has also paved the way for conversational marketing that allows brands to guide users in their buyer journey at all times. Most companies tend to be available to customers at all times, however, employing humans to perform this function would involve creating large teams at great expense.
Research has shown that many consumers prefer to connect via live chat than by making a phone call or sending an email. By using a chatbot, they can interact with your brand and receive relevant messages in their inboxes. A live chat options gives them help whilst browsing.
- Direct Your Attention Towards Online Communities
One of the growing branding trends is online branded communities. These forums provide a platform where customers can talk about brand-related topics and provide advice and tips. This causes brands to talk about products and understand customers’ needs without trying to sell.
For example, Sephora has an online forum, Beauty Insider Community, where consumers discuss beauty hacks, supplies, trends, look through other people’s suggestions, add their ideas and share feedback.
Customers are made to feel valued as beauty insiders and experts as they share their experiences and their photo submissions are highlighted in the gallery. Sephora benefits by learning about what their customers want and their changing preferences. This helps them to keep their products relevant.
- Give Your Brand a Social Conscience
Some branding trends are rather temporal and get thrown out as fast as they appeared. However, social conscience carries permanent significance. Today consumers want to believe that companies care about the same causes they do. They want companies to care about the environment and be more intentional about diversity, inclusion and opportunity.
Contemporary brands need to demonstrate that they care about people as much as profits to boost trust and loyalty. Millennials believe multinationals have the ability to alleviate some of society’s biggest problems and want them to do more. Ikea is just one of the brands that desire a more sustainable future. They control water usage in their stores, use solar panels and buy all of the cotton they use from sustainable sources.
- Think Mobile First
In 2020, even more emphasis will be placed on increasing mobile user interaction. This has already been the trend for quite some time and those who do not embrace it will not be competitive. There is a high possibility that your emails are being read on mobile if the content is not a custom-fit, you will lose out. Call to action buttons, for example, must be large enough to click but not so large that they take up the entire screen. Subject lines need to be shorter as well as paragraphs. Email marketing in the future will become more targeted, offering curated content to individuals on their mobiles, rather than bombarding them with quantity.
- Be Sure to Utilise Influencer Marketing
Influencer marketing has rapidly grown in popularity because audiences place their trust in influencers. These audiences depend on recommendations from influencers when making purchases. Companies reached out to influencers in 2019 to help with marketing their products and this practice remains one of the top branding trends of 2020. Discovering an influencer your brand audience can relate to can make your brand more visible. You must be aware that influencer marketing is going to be more regulated from here on. The partnership will have to be clear so the followers are not being deceived. There is an increasing number of influencer marketing tools to make the process easier for you.
- Use Native Display Advertising
Display advertisements do not cut it in 2020. The average banner advert has a very low click-through rate. Placing highly targeted promotional content that matches real time inquiries makes sure that readers get more relevant advertising content. Native display ad revenue is expected to make up a huge percentage of total display ad revenue in the future. Native advertisements are content based, therefore they are more unobtrusive and blend in with the surrounding content. This content has to give value to a consumer and not just be an advert disguised as content.
- Build An All-Encompassing Marketing Gameplan
A meaningful strategy needs a unified approach. It must be discussed by representatives from various departments such as sales, marketing and customer service. Proposals and suggestions need to be taken into consideration when coming up with a successful strategy. Developing this type of strategy can be challenging if you are not already familiar with all the digital marketing opportunities readily available to you. You should consider hiring a digital marketing professional to help with this process.
- Develop Valuable Content
Good educational content is a desired commodity in a world where floods of poor to mediocre content dominates. Producing valuable content less often is typically a better approach than producing poor content daily. Followers will appreciate an in-depth analysis of topics that interest and educate them.
Branding trends are being approached differently in 2020. Brand positioning today requires a different approach from traditional methods. Social consciousness, authentic customer relationships and community-centered communication should be the focus points of all businesses in 2020. I hope these top branding trends will give you the upper hand to mastering your marketing strategy next year.