6 Top Branding Trends for 2020
As we come to an end of the 2nd decade of the millennium, and as much as it has been constantly chanted in our ears, we need to understand that the World is getting much noisier each day. As technology slowly crawls around our fingertips, access to global information and content is baffling.
We then have to be reminded, again, how important Branding is. Because a solid branding is what will set our company apart from the rest. As we take the time to reflect on 2019, what we have achieved and what we have not, as we plan for a greater year in 2020, let’s restart, let’s lock ourselves in a room and let’s start with Branding.
How should we go about building a stronger reputation amongst our customers and community? How should us brands, create or retain stronger communities that will walk down the next decade with us?
These are my opinions on the top branding trends for 2020.
1. Logos Are Getting Much Simpler Despite The Internet Is Becoming Noisier
Does anyone recognise an irony here? In the past, marketplaces are naturally very noisy because everyone is shouting louder and louder, hanging bigger and brighter signages, just to get attention. However, in this day and age of the modern era, Brands are just getting simpler and more minimal.
Minimalism has taken the world by storm in recent years, with everyone moving to remove clutter, and only keeping things that ‘sparks joy’ #MarieKondo.
Brands have moved shifted to minimal typefaces, using simple typography and more negative spaces. Major fashion labels such as Yves Saint Laurent, Balmain and Burberry are even moving to San Serif Typefaces, a popular typeface for a clean and minimalist outlook.
But Branding is about defining businesses and setting it apart from its competitors. How can we do that if we are stripping everything, and we look the same as the rest of the world?
Stripping all that is distracting, companies are now focusing on what matters most — Customer Engagement.
2. Mobile Mobile Mobile
As information and technology follow us around like a Pikachu behind our backs, accessing the internet is getting much simpler and easier. The current trend of Mobile is invading lives.
Just look at Tiktok, a social media video app that was launched in 2017, for creating and sharing short lip-sync, comedy, and talent videos. Tiktok took the internet by storm. These mobile video platforms, together with Instagram stories, are giving content creators and Brands a platform to story tell in many creative ways.
THE PHONE ISN’T THE SECOND SCREEN. IT’S THE FIRST ONE. — Gary Vaynerchuk
As our attention span gets shorter, and everyone moving from living in reality to living in their mobile phones, Brands need to be present and so available on mobile.
By 2020, over 75% of global mobile data traffic will be video content and 7 trillion video clips will be uploaded in 2020–2.5 daily video clips for every person.
3. Influencer Marketing
Influencer marketing has been popular for some time, and this trend shows no signs of abating.
Influencer marketing is a type of marketing strategy that uses key opinion leaders in a particular industry to endorse and influence branded contents. These influencers have a following of their own and Brands tap unto their wide network of followers to reach a wider market.
Having an influencer to endorse your brand is basically having a face to your company. As Breitling has David Beckham and John Travolta, Rolex has Roger Federer and Tiger Woods. As Mont Blanc has Hugh Jackman, Tag Heuer has Leonardo DiCaprio.
While the jury is still out on the effectiveness of influencer marketing, 79% of marketing decision-makers will invest in influencer marketing this year, with 43% planning to invest more, and 22% venturing into the market for the first time.
If you can get the right influencer, you no longer have to worry about reaching audiences that are interested in your niche. These people have already established themselves as an authority in their field and have an army of followers and engaged audiences. This was said at a TEDx Talk by Rachel David.
TEDx Talk by Rachel David
However, some companies’ CEO is the very influencer that they use as a face for the company. Companies like Tesla, Apple, Windows, Facebook, Amazon, Virgin and Alibaba. All these companies have created a wave of “Celebrity CEOs.”
As Chris Malone, the co-author of The Human Brand, said: “There are two basic dimensions that we judge people on, Competence, which is all about how your abilities are perceived, and Warmth.” By adding Branson’s warm and passionate figure, it birth-off an army of loyal Virgin believers.
4. Brand Activism Is On The Rise
Brand Activism is having a value that the brand believes in and forming efforts to impact societal issues.
What is your brand? What does it believe in? In my personal and honest belief, we all love to give back to the community in some way or another.
Sometimes, people are finding a brand that speaks to them and shares their beliefs. Maybe it’s because of something that happened to them or a close individual, it changes their mindset and they immediately start advocating that one thing they are so passionate about. Studies show that 88% of consumers believe companies can influence societal change and 87% will purchase a product because a company advocated for an issue they cared about.
Imagine grasping hold of these same beliefs of individuals for your Brand, imagine the power of that community.
Consumers no longer see products as mere commodities — each one is now a statement. For one, I bought a pair of Toms shoes because I saw the “One Day Without Shoes” initiative.
One of the bigger initiatives for socially responsible branding is being “Green” (Sustainable)
Half of digital consumers say environmental concerns impact their purchasing decisions.
As people are becoming more and more aware of the World’s climate change, and huge companies like National Geographic talks about it, people are very much swaying to sustainable products.
Companies like H&M has set the trend of creating trust in consumers by providing proofs of their sustainable activities.
A report by State-Of-Branding in 2018 states that 79% of respondents say that social and cultural issues will play a significant role in their branding and marketing strategy in 2018, while 36% are excited about exploring the trend of brand activism and cause advocacy.
Companies are churning great emotional, heart-tugging contents. However, brands need to ensure that the social cause they are supporting is in line with what they represent and the Brand’s DNA.
One of my favourites of which has inspired me a lot are contents from the Stout giant, Guinness. Guinness has always articulated an inspiring message that we are all “Made for more”
Guinness Commercial — Gareth’s Story
When people believe your Brand exists more than just for making money and taking what’s in their pockets, they grow to be advocates for you.
5. Use Visual Content
When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later
— Brainrules
Visual content is a marketing strategy that uses imagery to convey information in a visually engaging way, some examples include memes, photography, infographics and gifs.
The reason for their rising popularity is not difficult to grasp. Let’s take the example of GIFs — The result of converting a few seconds of video into a small, looping image file that can be shared anywhere has created a huge trend in content marketing.
One great example is the buzz created around the film before its release — Straight Outta Compton by multi-billion dollar company Beats by Dr Dre partnered with Universal Pictures.
Tell me you did not stare at the GIF until it repeats at least one more time. The powerful visuals of huge typography in the middle of the frame and its moving and looping visuals makes people stare at it.
For me, I often read out loud in my mind when I type or read something. Having these GIFs repeated playing as I stare at it, those words in the visuals are as if chanting in my head constantly.
Not only did the campaign reach 1.2 billion people worldwide, but it also generated around 9 million “Straight Outta Compton” memes and 27 million video views.
As digital marketing entrepreneur Neil Patel states — “Visual content taps into the visceral psyche of your audience, encouraging them to discover more about your brand”
I sincerely resonate with Neil Patel’s statement as I believe by providing valuable information to your customer base (valuable I mean by non-promotional content), your customers will be willing to discover more about your brand.
6. Customer Experience Is Key
Customer experience in this current business landscape is no longer the same as before, where conducting a survey or an amazing customer service hotline is very much “Customer-Centric.” Don’t get me wrong, having these are still important, but the current competitive landscape has brought it to newer heights.
Before we move on, an interesting insight from Bulbshare stated:
70% of respondents think they know what their customers really think about their organisation. Yet… 77% of people feel that brands do not listen to their feedback, opinions and ideas.
This insight made me pause to have a moment of self-reflection if our business landscape today truly is listening to customers.
The concept of Customer-Centric has evolved into the concept of Customer Co-Creation. 77% of people favour brands that collaborate with their customers.
One great example is by one of my favourite company — LEGO.
The change in leadership in 2004 resulted in a fresh approach to open-source product development and the creation of LEGO Ideas. Since then, the crowdsourcing platform has received suggestions from over 1 million people, with fans voting on the most popular ideas.
Despite LEGO being a pioneer in the industry, they give the idea creator the ability to give the final approval for the end product and be recognised on all packaging and marketing. The creator will even earn a percentage of product sales.
This initiative to co-create with its customers has not only produced tons of new LEGO sets, but it has also led them out of dire straits. A larger fan base for LEGO has grown and their loyalty to the brand has strengthened thus far. Customer experience has indeed gone up a notch.
Let’s talk about Design and Branding, or start-ups! Connect with me via Linkedin.
