Branding is done today Integral part of a company's marketing strategy. It represents how your users perceive you. At Elias, we believe that our role is to highlight The Personality of a Brand. The objective: convert more prospects, retain them, manage to gather a community around your brand. Several trends exist and they are constantly evolving.
Here are the 6 branding trends of the moment:
Changing the lives of your consumers is good, but some brands are trying to think bigger. They are trying To Have an Impact on the World and What Surrounds Its Consumers. Whether it is an ecological or social impact, this dimension is the raison d'être of the company. The “why” the company does what it does.
This is sometimes a powerful argument for consumers, who no longer buy what you sell, But why are you selling it. Add It to Your Marketing positioning without further ado.
Less is more, The less you say, the more impact you'll have, It is one of the bases of marketing. Since the objective is for the user to remember your business, there is no point in drowning your users with information. This is directly linked to your design, You Will Then Prefer Tones Simple, Shades of Gray, simple shapes, with a fine, relatively large font.
The Images Can Also Speak for You (1 picture is worth a thousand words, it is a content that should not be overlooked). Your users will be able to focus more on it as long as they let your designs breathe (leave white spaces, “exaggerated” margins). This is ideal for brands With a simple, logical speech that talks about basic topics.
You can see how Apple has used this strategy over the years by watching The evolution of their website since 1994
Whether through texts, colors, or design, some brands are doing well. By Putting Forward a Totally Quirky Tone and Personality (through specific content). This allows them to Easily differentiate from competitors. But this is also a risk to take: a tone that is too offbeat can repel the consumer. Who Won't Be Able to Buy Into the Discourse and to identify with your marketing strategy.
On the other hand, if it works well, the consumer will have no trouble remembering you. In the longer term, this may even lead to The brand to become a true “love brand.”
Some boxes develop Their business & marketing strategies So much so that they create different poles internally. For example, they will be able to develop a Saas part, a service part, a product part, or even a university part. Around the same theme, of the same expertise.
In this case, it becomes interesting to create Different Entities for Each of These Poles, This Will Aim to Bring Together in a Logical Way A large amount of information. This will be able to distinguish the different identities, which can each have their own website, their own graphic charter, etc.
Over the long term It will strengthen the credibility of your business, which will no longer be a simple company, but a group strictly speaking. (And there is no need to start from scratch each time since each entity will in reality be a variation of the main brand).
Of course you will think to highlight your services, products. You talk about the benefits, the functionalities. Others decide to talk about the team and the people behind the project. They Highlight Their Storytelling, the story of co-founders, of the Creation of the company.
And this often has a huge impact: This type of content is of great interest to readers who discover “Behind the scenes” (a little less marketing, more sincerity). This adds enormously to the “human” side of the company. By extension, this allows users to identify themselves, no longer with a product or service, But to one person.
Because a successful campaign is a campaign that evokes emotions in the user, humor is more present than ever in digital marketing campaigns. On the site, a packaging or other.. And This can be brought about by a simple sentence, an image, or even a comment on Twitter!
It Will Strengthen The concept of love brand ! Although it should be noted that These techniques have existed for many years. What is really interesting is to see the evolution of the target. Indeed, there was a real distinction between B2C and B2B communication. We increasingly consider that the B2B prospect remains a human in need, and that communication strategies remain similar.
Whether a person needs to buy a tractor for their garden, or their company, His Way of Consuming Will Be the Same. So Don't Hesitate to Take Risks and To Play With Humor Also When Working in B2B (Be Careful Not to Lose Your Seriousness and Credibility)
So It's Important to Focus On the Personality of His Company. Every entrepreneur should ask himself the question “How do I want people to see my entity”. We often notice that brand identity (the strategy put in place by the marketing department) is sometimes very different from brand image (which is really by the consumer).
This strategy can be strengthened. by the few trends mentioned in this article.
Do you want to see concrete examples? Some Big Brands Decided to Start All Over Again, The Studio Elias Team Analyzed The biggest rebrands of 2021.
