💡 KEY INSIGHTS
77% of consumers purchase items based on their brand name rather than the name of the object itself (eg. iPads, Kleenex, and Scotch Tape).
Entering 2024, the world of branding is experiencing a monumental transformation, signifying a time of deep adaptation to evolving customer attitudes, technological progress, and environmental awareness.
The industry is rapidly evolving due to swift technological and societal changes, presenting both thrilling opportunities and formidable challenges for the future. This is a critical juncture for brands, requiring them to evolve and innovate in order to stay pertinent and achieve success.
Meet Our Experts
Our team comprises industry-leading experts in fields ranging from design and marketing to growth strategies, each bringing a wealth of experience and unparalleled knowledge to the table.
Vlad is a founder of MarketSplash and its parent company Empact Partners. Vlad is a serial entrepreneur & SaaS founder with 10+ years of experience in the tech industry. Vlad is deeply passionate about digital publishing, software, and growth marketing.
Shanal, the Chief Editor at MarketSplash has diverse experience in content strategy and digital publishing. Her skills extend to integrating AI tools, managing social media, and navigating affiliate partnerships, reflecting her deep passion for the tech and publishing sectors. She is passionate about writing, research, and innovative tools in the marketing niche.
Juxhina is a content creator, editor, and researcher. She has an MSc degree in Communication Science from the University of Vienna and 10+ years of experience in the tech industry. She is passionate about startups, SEO marketing, content creation, art, and photography.
Sharné is an artist, digital designer, researcher, and informal educator by training. She has 5+ years' experience in the SaaS industry as a Product Marketing Manager and Head of Customer Support. She supports a handful of remarkable SaaS brands in achieving sustainable business growth through targeted online content.
Trend 1: Audio Branding
Apart from visual aspects, audio is becoming a significant tool in branding. Unforgettable sounds and music contribute to establishing a unique brand identity.
A prime example of this is Mastercard's sonic branding, a distinctive melody that is heard during transactions, illustrating how audio features can enhance brand recognition and memory.
Having a great brand can bring down hiring and training expenses by as much as 50%.
Examples Of Audio Branding:
- Intel's "Bong": This iconic four-note sonic logo is played at the end of commercials and has become synonymous with the Intel brand, instantly recognizable to many around the world.
- MGM's Lion Roar: The roar of the lion in the Metro-Goldwyn-Mayer (MGM) logo is a classic example of audio branding in the film industry, instantly associating the sound with the MGM movies.
- Netflix's "Ta-Dum" Sound: The short and distinctive sound that plays when you start a Netflix show or movie has become part of the Netflix brand, instantly signaling the beginning of a viewing experience.
- Nokia's Ringtone: The Nokia tune, originally named "Grande Valse", is a classic example of a mobile ringtone used for audio branding. It became one of the most recognizable ringtones in the world.
Trend 2: Brand Transparency
Transparency continues to be a fundamental element in successful branding. Today's consumers are seeking greater authenticity and sincerity from brands. Businesses that transparently communicate their values, methods, and hurdles are more likely to establish trust.
For instance, the outdoor apparel company REI demonstrates transparency with its #OptOutside initiative, which highlights its dedication to sustainability and motivates customers to enjoy outdoor activities.
An effective branding strategy can boost click-through rate (CTR) on online ads by 2 - 3 times.
Examples Of Brand Transparency:
- Patagonia's Supply Chain Transparency: Patagonia is known for its commitment to environmental sustainability and ethical practices. The company provides detailed information about its supply chain, including the sources of its raw materials and the environmental impact of its products.
- Everlane's Radical Transparency: Everlane is a clothing retailer that practices "radical transparency." It discloses the costs of materials, labor, and transportation for each item, and shares information about the factories where its products are made.
- Ben & Jerry's Social Mission Reporting: Ben & Jerry's, the ice cream company, is transparent about its social mission. It regularly publishes reports detailing its efforts in areas like sustainable farming, climate action, and social justice.
- Buffer's Open Salaries and Revenue: Buffer, a social media management tool, practices transparency by openly sharing the salaries of all employees, including the CEO, as well as detailed reports of its revenue, pricing decisions, and business challenges.
The keys to brand success are self-definition, transparency, authenticity, and accountability.
Trend 3: Cultural Diversity Representation
Genuine representation is key, and brands are increasingly integrating cultural diversity into their brand image. This extends beyond mere visual representation, including a variety of perspectives in decision-making and making sure brand communications are inclusive.
Coca-Cola's "Share a Coke" campaign, which personalized products with a range of names, is an effective example of promoting inclusivity.
There are over 10 000 branding & positioning agencies worldwide.
Examples Of Cultural Diversity Representation:
- Nike's Inclusive Advertising: Nike is known for its inclusive advertising campaigns that feature athletes of various ethnicities, genders, and abilities, reflecting a broad spectrum of cultures and lifestyles.
- Coca-Cola's Multicultural Campaigns: Coca-Cola has created campaigns that celebrate cultural diversity, like its ads showcasing people from different ethnic backgrounds and its Ramadan campaigns in Muslim-majority countries.
- Dove's Real Beauty Campaign: Dove's Real Beauty campaign features women of different ages, sizes, ethnicities, and skin tones, challenging traditional beauty standards and promoting body positivity.
- H&M's Diverse Fashion Models: H&M often uses models of various races, body types, and ages in its advertising, demonstrating a commitment to representing a wide range of customers.
Diversity is about all of us, and about us having to figure out how to walk through this world together.
Trend 4: Dynamic Visual Branding
Adopt visual vibrancy through flexible branding elements. Brands are embracing visuals that shift and change, such as versatile logos and fluid color schemes, mirroring the dynamic nature of today's business environment. Google stands out in this regard with its ever-changing logo designs that adjust to various situations and special occasions.
It takes between 5 to 7 impressions to even start creating brand awareness, which is why consistency is so important.
Examples Of Dynamic Visual Branding:
- Google's Doodle: Google's homepage features a dynamic 'Doodle' that changes daily, celebrating holidays, anniversaries, and notable individuals from all over the world, making their logo interactive and educational.
- Spotify's Personalized Playlists: Spotify uses dynamic visuals in their app, especially in personalized playlists like "Discover Weekly" or "Wrapped," which feature unique, user-specific artwork and data visualization based on listening habits.
- Starbucks Seasonal Cup Designs: Starbucks introduces seasonal cup designs throughout the year, such as their famous holiday cups, which change annually to create excitement and connect with customers through festive visuals.
- MTV's Logo Adaptations: MTV has a history of adapting its logo to different themes, events, or cultural moments, keeping its visual identity fresh, youthful, and relevant to current trends.
Trend 5: Interactive Branding Experiences
Involve consumers through participative branding experiences. Brands are using technology to develop engaging and immersive activities, like virtual showrooms or augmented reality features. A notable example is the international cosmetics brand Sephora, which employs augmented reality in its mobile application, enabling customers to virtually test makeup products prior to buying.
90% of users expect to have a similar brand experience across all platforms/channels.
Examples Of Interactive Branding Experiences:
- IKEA's Augmented Reality App: IKEA's AR app allows customers to visualize furniture in their own homes before purchasing. Users can see how different items fit and look in their space, enhancing the shopping experience.
- Coca-Cola's Personalized Bottles: Coca-Cola's "Share a Coke" campaign featured bottles with popular names on them. Consumers could also order custom bottles online, making the experience interactive and personal.
- Nike's Customizable Sneakers: Nike offers customers the ability to customize their sneakers through the Nike By You platform. This interactive experience allows customers to choose colors, materials, and even inscriptions for a personalized product.
- Lego's Digital Designer: Lego provides an interactive experience with its digital designer tool, where users can build and visualize their own Lego creations online. This experience not only engages but also fosters creativity in its user base.
Brand is the holistic sum of customers’ experiences, composed of visual, tonal, and behavioral brand components, many of which are shaped by interaction design.
Trend 6: Sustainable Branding
Sustainability is more than a fleeting trend; it's a fundamental principle influencing brand identities. Businesses are progressively integrating environmentally friendly approaches in everything from packaging to company-wide projects, aligning their brands with the values of environmentally aware consumers.
Patagonia is a notable instance of this, with its deep-rooted commitment to environmental stewardship forming a key part of its brand essence.
Longer landing pages that outline imperative information generate up to 220% more leads than above-the-fold calls to action.
Examples Of Sustainable Branding:
- Patagonia's Responsible Supply Chain: Patagonia is renowned for its commitment to sustainability, using recycled materials in its products, and taking responsibility for the entire lifecycle of its clothing, including offering repair services.
- Lush Cosmetics' Naked Packaging: Lush promotes sustainability through its minimal packaging strategy, selling many of its products 'naked' (without packaging) and using recyclable or compostable materials for the packaging they do use.
- Tesla's Electric Vehicles: Tesla has positioned itself as a leader in sustainable transportation with its range of electric vehicles and commitment to reducing carbon emissions in the automotive industry.
- Ecosia Search Engine: Ecosia is a search engine that uses its ad revenue to plant trees. By incorporating sustainability into its core business model, Ecosia has branded itself as an environmentally conscious alternative to traditional search engines.
53%
of businesses rely on content marketing as a branding strategy.
54%
of consumers would like to see more video content from brands they support.
61%
of people are more likely to buy from companies that deliver unique content
Trend 7: Human-Centric Branding
Place emphasis on the human aspect through human-centered branding. Brands are highlighting genuine and relatable human stories in their communication, establishing deeper emotional bonds with their audiences. A great example of this approach is Airbnb, which frequently highlights the personal stories of its hosts, thereby offering a more humanized brand experience.
79% of people say that user-generated content highly impacts their purchasing decisions.
Examples Of Human-Centric Branding:
- Dove's Real Beauty Campaign: Dove's campaign focuses on celebrating the natural physical variation embodied by all women and inspiring them to be confident in themselves. This approach emphasizes empathy and body positivity, resonating on a personal level with their audience.
- Airbnb's "Belong Anywhere" Campaign: Airbnb's branding revolves around the concept of belonging and connecting with people worldwide. Their campaigns often feature real stories from hosts and travelers, highlighting personal experiences and community.
- Starbucks' Third Place Concept: Starbucks positions its stores as a 'third place' between work and home, emphasizing comfort, community, and connection in their spaces. This approach is about creating an environment where people feel welcomed and valued.
- Apple's User-Friendly Design: Apple's branding heavily focuses on the user experience, designing products that are intuitive, aesthetically pleasing, and easy to use. Their approach centers on making technology accessible and enjoyable for people.
Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works.
Trend 8: Elevate Customer Experience
Focusing on the customer experience is essential for ensuring favorable interactions at each step, from the first encounter with your brand to the concluding interaction. As we move into 2024, there's a clear trend of brands increasingly concentrating on creating customized and immersive experiences for their customers.
This could involve the use of augmented reality (AR) and virtual reality (VR) to facilitate interactive engagements. Furthermore, it's expected that brands will utilize data analytics to customize all aspects of the experience, providing personalized suggestions that improve the entirety of the customer journey.
65% of consumers say that they buy from brands that they have a strong emotional connection with and 90% of these highlight positive emotions as the key.
Examples Of Elevate Customer Experience:
- Amazon's One-Click Shopping: Amazon provides a seamless shopping experience with its one-click ordering system, which allows customers to make purchases instantly and effortlessly. This feature, combined with their personalized recommendations and fast shipping, significantly enhances the overall customer experience.
- Apple Store Genius Bar: Apple's Genius Bar offers personalized tech support and customer service in their stores. Customers can schedule appointments for one-on-one assistance, making the tech support experience more convenient and effective.
- Ritz-Carlton's Personalized Guest Services: The Ritz-Carlton hotel chain is known for its exceptional customer service. They empower employees to go the extra mile to personalize guest experiences, such as remembering guest names and preferences or creating unique experiences for returning customers.
- Spotify's Personalized Playlists: Spotify enhances the user experience by offering personalized playlists like "Discover Weekly" and "Daily Mix," which use algorithms to suggest music based on individual listening habits, creating a customized and engaging user experience.
People may forget what you said, but they’ll never forget how you made them feel
Trend 9: Art Of Storytelling
Storytelling has always been an effective method for creating emotional bonds with audiences. Looking forward to 2024, we expect an increased focus on storytelling in brand strategies.
Brands are encouraged to craft narratives that convey their own stories, resonate with their customers' values, and foster a sense of community around their brand identity. By integrating these narratives into different aspects of a brand, from marketing campaigns and social media strategies to product interfaces, the significant influence of storytelling in engaging with audiences will become evident.
Only 10% of consumers say influencer content resonates as authentic with them, and a mere 19% say that brand-created content is the most authentic.
Examples Of Art of Storytelling:
- Pixar's Animated Films: Pixar is renowned for its storytelling prowess, creating animated films like "Toy Story" and "Up" that tell emotionally resonant and compelling stories, appealing to both children and adults through their complex characters and narratives.
- TED Talks: TED Talks are a platform where speakers from various fields share their personal stories and insights. These talks are often powerful examples of storytelling, using personal anecdotes and professional experiences to convey ideas and inspire audiences.
- J.K. Rowling's Harry Potter Series: J.K. Rowling's Harry Potter series is an exemplary case of storytelling, creating a rich, detailed magical world with deep character development and intricate plots that have captivated readers worldwide.
- Coca-Cola's Brand Narrative: Coca-Cola’s marketing often revolves around storytelling that promotes themes of happiness, friendship, and community. Their advertisements often tell short stories that evoke emotional responses and align with the brand's message.
Marketing is no longer about the stuff that you make, but about the stories you tell.
Trend 10: Authenticity Matters
Customers tend to prefer brands that they perceive as authentic. In 2024, it is expected that there will be a stronger focus on brands emphasizing authenticity in their communication and marketing initiatives. This includes promoting transparency about their values, products, services, and operational methods. Moreover, brands are anticipated to engage in genuine interactions with their customers to establish trust and credibility.
Furthermore, brands can participate in real conversations with customers, promptly addressing feedback, resolving issues, and revealing the human aspect of the brand through sincere interactions on social media platforms or through customer service channels.
75% of consumers surveyed believe there is value in brands exhibiting humor on social but only 25% actually want brands to bring on the snark full force.
Examples Of Authenticity Matters:
- Patagonia's Environmental Activism: Patagonia's commitment to environmental causes is deeply ingrained in its brand identity. The company's authentic dedication to sustainability, evident through its environmental campaigns and sustainable product lines, resonates strongly with its customer base.
- Airbnb's "Belong Anywhere" Campaign: Airbnb's campaign focuses on real stories from hosts and travelers. This authentic approach to showcasing genuine experiences rather than staged advertisements builds trust and relatability among its audience.
- Warby Parker's Transparent Business Model: Warby Parker's approach to business includes transparency about their products, pricing, and social impact initiatives. This authenticity in how they conduct business builds customer loyalty and trust.
- In-N-Out Burger's Consistent Quality: In-N-Out Burger has maintained a simple and consistent menu for years, focusing on quality rather than expansion or trends. Their authenticity in staying true to their original business model has earned them a dedicated and loyal customer base.
Trend 11: Purposeful And Minimalist Design
Simplistic brand designs are essential for effectively communicating your brand's message to customers. Opting for simple and minimalist icons is advisable. Minimalist typography and design elements not only give your brand a premium look but also communicate your brand’s core values more efficiently.
Additionally, when developing your brand design, always prioritize its purpose. Random design elements won't aid your branding efforts. To create a memorable experience for your customers, master the skill of developing and combining various significant design elements in your logo.
Take, for instance, Indian companies like Titan, Havmor, Cremica, and IndiGo. They all have straightforward yet powerful brand logos that emphasize the brand itself and successfully convey its value to the customers.
58% of buyers switched to a private label brand when their preferred brand wasn’t available and 40% of those said that they will continue to buy the brand that they switched to.
Examples Of Purposeful And Minimalist Design:
- Apple Products: Apple is renowned for its minimalist design ethos. Products like the iPhone and MacBook are characterized by clean lines, simple color palettes, and a focus on usability, embodying the principle of "less is more."
- Google's Homepage: Google's homepage is a classic example of minimalist web design. It features a plain white background with a simple search bar, prioritizing functionality and ease of use.
- Muji Products: The Japanese retail company Muji is known for its minimalist product design. Their goods, ranging from stationery to furniture, are characterized by simplicity, absence of decoration, and emphasis on the inherent value of the materials and functionality.
- Scandinavian Interior Design: This design style is marked by minimalism, simplicity, and functionality. Furniture and interiors often feature clean lines, neutral colors, and a focus on creating a sense of calm and simplicity.
Simplicity is about subtracting the obvious and adding the meaningful.
Trend 12: Going Beyond Design Boundaries
In 2024, there are no rigid guidelines for brands. They have the freedom to make daring color choices and defy conventional design norms to distinguish themselves. Experiment with mixing different fonts, merging them, and making use of white space. The possibilities in this realm are endless.
Refrain from limiting yourself to the standard designs that have been effective in the past, as these will no longer be sufficient to make your brand stand out in 2024. Be inventive and concentrate on devising strategies and logos that are more unique and tailored than ever before!
Word of mouth marketing is a strong contender for lead generation as 62% of customers share deals with friends.
Examples Of Going Beyond Design Boundaries:
- Zaha Hadid's Architecture: The late Zaha Hadid was known for her futuristic and fluid architectural designs. Her buildings, like the Heydar Aliyev Center in Azerbaijan, are examples of pushing the envelope in architectural design with their flowing lines and unconventional forms.
- Iris van Herpen's Fashion Creations: Iris van Herpen is a fashion designer who blends art and technology, often using 3D printing to create intricate and otherworldly garments that redefine the boundaries of fashion design.
- Tesla Cybertruck's Design: Tesla’s Cybertruck challenges traditional automotive design norms with its angular, almost origami-like appearance. Its unconventional design has set it apart in the automotive industry, sparking both criticism and admiration.
- Dutch Design Week's Conceptual Exhibits: Dutch Design Week often showcases cutting-edge designs that go beyond practicality, emphasizing experimental and conceptual work that challenges the viewer's perception of everyday objects and spaces.
To evolve and innovate, it's essential to venture beyond the familiar. By stepping out of the comfort zone and facing challenges, one can uncover unique ideas and innovations, experience personal growth, and build resilience.
FAQs
How important is sustainability in branding today?
Sustainability has become crucial in branding. Consumers are increasingly conscious of environmental and social issues and prefer brands that demonstrate genuine commitment to sustainability, whether through eco-friendly practices, sustainable products, or social responsibility initiatives.
Are virtual and augmented reality becoming more prevalent in branding strategies?
Yes, virtual and augmented reality (VR/AR) are increasingly being integrated into branding strategies. They offer immersive experiences, enabling customers to interact with products or services in innovative ways, from virtual try-ons in fashion and beauty to interactive 3D product demonstrations.
How is the role of social media evolving in brand marketing?
Social media continues to evolve as a critical platform for brand marketing. The focus is shifting towards creating authentic content, engaging with audiences through stories and live interactions, and leveraging influencers for more personal and relatable brand promotion.
What is the significance of storytelling in modern branding?
Storytelling is becoming increasingly vital in branding as it helps create a deeper emotional connection with the audience. Effective storytelling involves sharing brand values, missions, and customer stories in a way that resonates and builds a stronger, more loyal community around the brand.
Future Insights
In 2024, as we explore the landscape of branding, these trends serve as a guide for companies seeking to maintain relevance and authenticity with their target audiences. Regardless of whether you are a worldwide corporation or a small local business, adopting these branding trends will help your brand identity to connect effectively in a constantly changing market. Therefore, embrace these trends to make your brand stand out in the upcoming year.