The Future of Branding is Authentic
There was a time when branding entailed highly graphic billboards and pamphlets. People would watch television advertisements to know what’s happening in the market world. Fast forward to today and branding is now about user needs, analyzing behavioral patterns, and trying to curate innovative content. Companies are ever-evolving to keep up with the upcoming generations’ constant trends and requirements. The current generation is not looking for Bold and Impactful they’re looking for Personal and Authentic. To stay relevant as a brand, companies need to keep up with all the innovation happening worldwide and incorporate as much of it as possible.
Brand Identity and Attitude
The branding image has undergone a massive shift over the last few years. With an entirely new generation to cater to, marketing and branding have become a lot more consumer-oriented. A brand’s attitude is what makes it land with people. Their customer relations, their compilation of consumer sensitivity, and familiarity with current date trends are what make a brand relevant. A brand can make it huge just based on its story. The future of Branding is Genuineness. The consumers now, and to come care about where the brand originates from, what its story is, and its sustainability approach. A Brand’s Personality is a medium of retention that they can make the most of. Behind the blocky images, and the Canva sans font, are real people with real stories and real voices. The need for these voices to reach the consumers is paramount.
The World of Social Media and Digital Branding
There is a higher chance for a company to make it big in today’s climate if an influencer mentions their brand on a 30-second Instagram reel as compared to the brand organising a high-budget photo shoot spread. That being said, the brand’s self-curated content is still high grossing but it’s also important to understand what people are currently responding to. An average person spends about 2 hours and 24 minutes or 35.8% of their net phone usage per day scrolling on social media and if a brand shows up at least thrice in that timeline it’s quite likely the user might look more into the brand’s information. In a setting where we consume immense amounts of data every single minute, the brands need to understand what stands out. The users want to be seen, heard, and understood. Branding is no longer just about what the company sells, it’s about breaking the fourth wall and letting the user know their needs have been answered. One of the advantages of the rise of digital branding is that it allows the brand to understand its target audience and what kind of information it adapts well to. It helps monitor brand visibility and reach, which favours brand growth and engagement.
Innovation and AI
Brands are on an efficacious path to incorporate technology into their marketing prospects. Leveraging innovative methods brands can create a holistic experience for their users. AI has taken over the world and it can be an asset to brand marketing. Artificial Intelligence has the potential to revolutionize customer services. Providing instant responses, and personalised recommendations, AI is helping companies connect with their customers at a more intimate level.
Burgeoning technology and innovation allow consumers to engage and interact with the brands profoundly. Augmented Reality (AR) has already made its way into the marketing field. The feature lets customers visualise the products they’re about to buy before they can even make the purchase. This builds customer and brand trust and showcases authenticity. Branding is all about User Generated Content and AI helps the brand to personalise content based on what the users are searching for. Using technology and Innovation to grow a brand’s identity is what the future of branding is all about.
Nike’s ‘By You’ Campaign
The famous sportswear company Nike launched a branding campaign recently augmenting artificial intelligence to increase customer engagement on their website. This pervasive campaign features an attempt by the company that allows users to customise their own footwear. Campaigns like this make the customers feel involved and considered. It also allows the company to get an insight into the customer’s ideas and what they actually want.
Amnesty International’s ‘Pain-Tings’ Campaign
It’s crucial for brands to constantly make a statement about everything that happens around them in the world. It shows the brand’s stance and support to the people. Analogously on International Women’s Day in 2020, Miami’s Ad School printed ads for Amnesty International. These prints replaced a few iconic paintings of the world. All of these paintings featured women’s bodies and faces and they are covered in wounds and blood. This campaign was a comment on the hardships and cruelty women face on a daily basis all over the world. These branding movements showcase that the brand empathizes with the users, and highlights their commitment to their customers.
The Future Of Branding
The future of branding is Resonance. The future of branding is Empathic. The future of branding is Sustainable. The future of Branding is Innovative. The future of branding is Ethical. The future of branding is Simple. The future of Branding is Human. The future of Branding is Debranding. Disconnecting the brand from the corporate marketing structure and connecting it to human preferences is what the future of branding is. Taking up an eco-friendly approach that commits to creating an impact is a necessity for every brand, and transparency is the key to navigating through this future.
REFERENCES:
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- Calderón-Fajardo, V. et al. (2023) ‘Brand personality: Current insights and future research directions’, Journal of Business Research, 166, p. 114062. doi:10.1016/j.jbusres.2023.114062.
- The future of branding is personal | Talaya Waller | tedxpsu (2018) YouTube. Available at: https://www.youtube.com/watch?v=qEHL8eLJCkc (Accessed: 04 August 2024).
- Ekren, C. (2024) Top ai-generated advertising campaigns from famous brands, Digital Agency Network. Available at: https://digitalagencynetwork.com/top-ai-generated-advertising-campaigns-from-famous-brands/ (Accessed: 04 August 2024).
- Stankovska, B. (2024) Best marketing campaigns in 2024, DesignRush. Available at: https://www.designrush.com/agency/digital-marketing/trends/best-marketing-campaigns (Accessed: 04 August 2024).
