Top 10 Branding Trends in 2024: What You Need to Know
Powerful brands are primarily characterized by uniqueness. They are easily recognizable and distinguishable from other companies and they maintain a consistent image that appeals to consumers.
However, in a world with more than 500,000 brands, it is becoming increasingly difficult to emphasize a brand's individuality. Various strategies, from addressing provocative messages to creating shocking visuals to promoting non-trivial ideas, are used as each new brand tries to surpass expectations and spark the interest of potential customers. However, to tune in to the customers' wavelength, a brand must keep up with the times and trends.
In this post, we will delve into branding trends that can inspire strength in your corporate image and uncover scenarios for successful customer acquisition.
Branding trend #1: Imperfection
Modern people are constantly under stress due to the pressure to meet societal expectations in various aspects of life. This applies to work, personal life, appearance, and even hobbies. On social media, billboards, and other advertising platforms, we are often presented with "perfect" individuals - beautiful, successful, well-groomed, and happy. Comparing ourselves to them, we can find countless flaws and shortcomings in our own lives. This prevents us from focusing on our strengths and truly enjoying life.
Brand development strategists understand the pressing concerns of customers and increasingly create brands that are more relatable to real life. For example, it is no longer unusual to see models on magazine covers with different body measurements than the traditional 90-60-90, or to feature mixed-breed pets instead of purebred cats or dogs.
By leveraging branding trends of authenticity and relatability, companies easily gain the trust of their target audience and interact with them in a casual manner.
Example of imperfection in brand management
During the anticipated debut of Tesla's Cybertruc, Tesla's chief designer threw a metal ball at its glass, aiming to prove its high resistance. Contrary to the audience's expectations, the glass cracked. The incident quickly became a sensation, but instead of hiding or denying it, the company created a themed souvenir - a t-shirt with the logo of the broken glass, which is being sold on the official website for $25.
It should be noted that the incident did not harm the brand's sales. In fact, the bold decision by brand managers to joke about their own imperfections only worked in favor of the company.
Branding trend #2: Motion
Сontemporary society lives in a state of constant motion. This applies not only to the pace of life, where people are caught in an endless whirlpool of events, balancing between work and personal life, but also to evolving technologies, passions that promote activism, and the emphasized importance of physical activity in everyday life.
Branding trends cannot develop in isolation from societal realities. In order to seamlessly integrate into their users' routines, businesses must understand what their audience is experiencing and what emotions they live in.
Motion and rapidity of events are defining characteristics of 2024 and the upcoming years. Companies are incorporating them into various aspects of their branding strategies. Here's how motion manifests in today's brand identity:
Animated logos. Companies opt for animated logos instead of static images to grab customers' attention and keep them engaged. These dynamic logo animations add a touch of liveliness and interactivity to the brand's visual identity.
Emphasized design. Brands focus on accentuating colors, objects, fonts, or other graphic elements in their designs. By doing so, they breathe life into their brand perception, creating a memorable and vivid impression when customers interact with their brand.
Lively tone of voice. Gone are the days of dull phrases and impersonal messages. Brands now adopt a lively tone of voice that speaks to real people. They use language that resonates with their target audience, forging a strong emotional connection and fostering deeper engagement.
Example of using motion elements in brand promotion
In anticipation of the cycling season, Airbnb published a post listing the top 10 countries from the perspective of cycling experiences. They also provided links to bike tours and events that can be booked directly through the Airbnb platform.
The romance of bike riding was backed up by lively animation in bright colors and appealing visuals. The title of the post casually encouraged the reader to "Get in gear for cycling Season with Airbnb".
Branding trend #3: Social responsibility
Today, brands must not only establish a connection with customers through relevant images and slogans but also demonstrate involvement in society through their actions. Trusted brands cannot afford to stay neutral on the sidelines of global events, but must clearly express their stance through official channels and make this position a part of their branding strategy and marketing efforts.
As a result, participation in public life is one of the primary branding trends and it is actively highlighted by the PR team. The latter uses reportage techniques by capturing real-time moments and showcasing the brand's involvement in social initiatives. As a result, customers receive an inside look at the values a brand supports and the actions it takes to promote them.
When companies use reportage as part of brand development, customers are able to view:
Real-life photos and videos from live events
Broadcasts of brand representatives
Recordings of brand collaborations with influencers
User-generated content, including interviews and reviews
Publications about brand activities in reputable newspapers and magazines
Analytical reports
Example of social responsibility in brand strategy
On February 24, 2022, Russia invaded Ukraine. The barbaric war taking place in the heart of Europe in the 21st century did not leave ordinary people and influential figures indifferent. The majority of global brands expressed their support for Ukraine and, in solidarity with the Ukrainian people, suspended their commercial activities in the aggressor country. These actions were widely communicated through the brands' official channels and reputable media outlets.
Branding trend #4: Short-form videos
Omnichannel and consistency are among the key principles of a successful branding strategy. However, the branding trends of 2024 promote social media as the channel of focus. A significant amount of the marketing effort should be directed toward short videos, including YouTube Shorts, Instagram Reels, TikTok videos, and so on.
According to HubSpot research, short videos have the highest ROI compared to other content posted on social media. Therefore, brands that aspire to keep up with the times should master the skills of directing such content and engaging with customers through it.
The main content types that brands can post in short-form videos are:
Product demonstrations
Behind-the-scenes glimpses
Influencer collaborations
How-to tutorials
Promotions and discounts
Participation in challenges circulating on social media platforms
Videos with brand mentions created by users
Movie-like stories that inspire, entertain, and motivate
Example of using short-form videos by a brand
The well-known beauty brand, L'Oreal Paris, actively utilizes TikTok to demonstrate its products on ordinary people and celebrities. It also highlights various brand-related events, posts promotional videos, and shares entertaining content that doesn't fit the traditional TV or radio advertising format.
Branding trend #5: Sustainability
Following eco-friendly practices has become one of the key branding trends of 2024 and a kind of good etiquette in business. Today, fashion and consumer product brands actively promote products made from recycled materials and inspire users to recycle their unwanted items. Additionally, manufacturers are actively transitioning to alternative energy sources, and even software development companies strive to reduce their carbon footprint by utilizing innovative technologies.
In turn, consumers actively support such initiatives because they feel that, by purchasing eco-friendly products or using services from environmentally conscious companies, they contribute to improving the ecology.
According to a McKinsey study, 60 percent of customers consider sustainable development a crucial factor when deciding what to buy. This shows that customers not only seek the product itself but also derive satisfaction from participating in actions that align with their values.
Example of incorporating sustainability in creative branding strategy
Patagonia, a well-known outdoor apparel company, puts eco-friendly initiatives at the center of its business strategy. The company actively promotes the idea of recycling and reuse of materials for clothing manufacture. Also, their "Worn Wear" program encourages customers to repair and reuse their clothing. Additionally, Patagonia donates a portion of its sales to environmental organizations.
Branding trend #6: Personal branding
In 2024 and the years to come, personal brands centered around individuals rather than companies will thrive. These brands will be built based on the individual's unique skills, reputation, and contribution to society.
The person's personality and ability to influence public opinion play a crucial role in establishing a personal brand. Developing a personal brand requires significant investments in marketing and public relations. Therefore, individuals who are committed to developing themselves as brands seek the expertise of professional marketers and brand development teams.
Branding trends in 2024 emphasize that the creation of a personal brand can occur alongside, before, after, or independently from a company's brand. For instance, if a company director creates a strong personal brand while also building the company's brand, it can expand the customer base and foster greater trust.
Example of developing personal brand along with company's brand
Richard Branson, the founder of Virgin Group, has successfully built both his personal brand and the Virgin brand throughout his career.
Richard Branson's personal brand is characterized by his adventurous spirit, charisma, and unconventional approach to business. He is known for his daredevil stunts, philanthropic endeavors, and outspoken personality.
While Virgin Group encompasses a diverse range of businesses, including Virgin Atlantic, Virgin Mobile, and Virgin Galactic, Richard Branson's personal brand has been instrumental in promoting the overall Virgin brand. His public persona and reputation as an innovative leader have attracted attention and generated interest in the various ventures under the Virgin umbrella.
Branding trend #7: Small-dose information
The widespread use of smartphones and other gadgets has led to a challenge in maintaining focus, particularly among the younger generation. A recent study reveals that Generation Z individuals have an average attention span of around 8 seconds, which is only slightly longer than that of millennials, who typically concentrate for approximately 12 seconds.
Whether it's good or bad, such a situation should be taken as one of the primary branding trends in the current year, and brand developers must consider it when creating branding materials. Of course, they may target not only those born after the 1980s. However, in the era of gadgets and social media, delivering information in short doses is relevant for users of all age groups.
As a result, in 2024 and beyond, we'll see a dominance of short videos, infographics, catchy slogans, and concise social media posts accompanied by captivating images or photographs. Brand strategists will invest their expertise in swiftly conveying essential information to the audience and capturing their interest within the initial moments of interacting with the content.
Example of using small-dose information by a brand
Sephora, a well-known beauty retailer, uses short informative messages in its campaigns that spark interest and encourage purchases. If you go to the Sephora website, you will see various promotional offers, each of which clearly conveys the necessary information and explains the benefits for the customer.
Branding trend #8: Humor
Being overwhelmed by information coming from various sources, customers automatically filter out boring and non-catchy messages. Humor is one of the main branding trends in 2024 that can help attract and retain customers.
Humorous notes can be used in visuals, text, audio, video, and other types of content. The main task of a branding specialist is to strike a balance between humor and satire and create content that will evoke only positive emotions.
Also, humor can be targeted to different categories within your audience. For example, if you have customers in different countries, you can load your messages with jokes that will specifically appeal to a certain region.
Example of using humor by a brand
Salesforce, a well-known cloud-based company providing solutions for marketing, support, and analytics, successfully promotes its product across various channels. Despite being recognized as a serious IT provider and targeting corporate clients, the company skillfully incorporates elements of entertainment into its branding campaigns and effectively condenses important information into short and compelling messages.
Branding trend #9: Nostalgia
Among innovations and high-tech, nostalgia may seem like one of the unexpected branding trends of 2024. However, its use brings real benefits to companies.
Firstly, nostalgia evokes positive memories from the past and creates a sense of comfort and familiarity. Using nostalgic elements in their campaigns, companies trigger a sentimental connection with their target audience, making them more receptive to their brand message.
Secondly, nostalgia has a powerful impact on consumer behavior. It can drive purchasing decisions as people often associate nostalgic experiences with feelings of happiness and satisfaction.
Furthermore, nostalgia differentiates brands from competitors. In a fast-paced world, nostalgic branding can provide a sense of stability and authenticity. It allows companies to stand out by tapping into shared cultural references and appealing to consumers' fond memories.
Example of using nostalgic elements in branding
Nintendo, a well-known video game company, has recently launched a series of games aimed at its initial generation of consumers, who are now in their 30s and 40s. During their teenage years, when the PlayStation was gaining popularity and Japanese culture was making its mark in the Western world, this demographic was particularly engaged. As a result, leveraging familiar characters and game elements has proven to be an effective targeting strategy for engaging the millennial generation.
Branding trend #10: Mascots
The use of mascots has worked well in past years and remains one of the most popular branding trends in 2024. Mascots personify a brand and establish a memorable visual representation. They serve as a friendly and recognizable face associated with the brand and help to create an emotional connection with consumers.
Mascots can communicate the brand's values, personality, and message in a fun and engaging way. They often appear in advertisements, packaging, social media content, and other marketing materials. By using mascots, companies enhance brand recognition, build trust, and foster a positive brand image among their target audience.
Example of using a mascot in branding
The Energizer Bunny is a well-known mascot used by the battery manufacturer Energizer. The bunny, with its drum and sunglasses, is featured in their advertising campaigns and packaging. The Energizer Bunny symbolizes the long-lasting power of Energizer batteries, creating a memorable and distinctive brand identity.
Ride the wave of branding trends with our expert assistance
User preferences and competitor capabilities are rapidly changing, so it's crucial for companies to follow branding trends to stay on the competitive wave.
Considering that branding is not a static concept but rather a phenomenon that constantly evolves, staying updated on branding trends is crucial not only for emerging companies but also for mature enterprises.
At Erbis, we have 11 years of experience working with corporations and startups, and we know how to help companies achieve amazing results regardless of their experience and current market position. Our team of brand developers assists with aspects such as logo creation, content production, UI/UX design development, market research, and audience engagement.
Contact us today to learn more about our brand development services. Let's create your unique and profitable brand together!
