Exploring Branding Trends: What's Hot and What's Not in 2024
As your business grows, your brand impact is crucial if you’re looking to make a lasting impact on your market.
It can also be useful to identify the emerging trends in the world of branding, to ensure you’re branding is up to date and relevant in our fast-paced online environment.
Introduction: Keeping up with changes, while staying true to your business’ core brand identity
With consumer preferences shifting rapidly and technological advancements reshaping the marketing landscape, brands must remain agile to stay relevant. Let’s take a look at what’s hot in 2024!
Part 1: What's Hot
Purpose-driven Branding: In 2024, consumers are increasingly drawn to brands that stand for something beyond profit. Purpose-driven branding, centered around social and environmental causes, resonates deeply with socially conscious consumers. Brands that authentically align with meaningful causes and demonstrate a commitment to positive change are gaining traction and loyalty.
An example of purpose-driven branding is Patagonia, the outdoor clothing and gear company. Patagonia has built its brand identity around environmental activism and sustainability. Their purpose goes beyond just selling products; they are committed to protecting the planet and promoting responsible consumption.
One of the most notable examples of Patagonia's purpose-driven branding is their "Don't Buy This Jacket" campaign. In 2011, Patagonia ran an advertisement in The New York Times on Black Friday, one of the biggest shopping days of the year. The ad featured a photo of one of their best-selling jackets with the headline "Don't Buy This Jacket" and detailed the environmental impact of the product.
The campaign encouraged consumers to think twice before making a purchase and promoted the idea of conscious consumption. Instead of focusing solely on driving sales, Patagonia used the opportunity to raise awareness about the environmental costs of consumerism and encourage sustainable practices.
Through initiatives like this campaign, as well as their commitment to using recycled materials, reducing their carbon footprint, and donating a portion of their profits to environmental causes, Patagonia has successfully aligned their brand with their purpose of environmental stewardship. This authenticity has resonated with consumers who share similar values, leading to increased brand loyalty and positive brand perception.
Another example of a purpose-driven brand, this time in Ireland is FoodCloud. FoodCloud is a social enterprise based in Ireland that addresses food waste and food poverty by connecting businesses with surplus food to charities that redistribute it to those in need.
Founded in 2012 by Iseult Ward and Aoibheann O'Brien, FoodCloud works with supermarkets, restaurants, and other food retailers to redirect surplus food that would otherwise go to waste. Their innovative technology platform enables businesses to easily upload details of their surplus food, which is then matched with local charities in real-time, allowing for efficient and timely redistribution.
FoodCloud's mission is twofold: to reduce food waste and to alleviate hunger in communities across Ireland. By facilitating the donation of surplus food, they not only help to feed those in need but also contribute to environmental sustainability by diverting food from landfills.
Through their work, FoodCloud has made a significant impact, redistributing millions of meals to charities and community groups throughout Ireland. Their purpose-driven approach has garnered widespread support and recognition, positioning them as leaders in the fight against food waste and food poverty.
What is the purpose behind your business, beyond making money? What are you for? Why do you do what you do? And do the reasons you do what you do come across in your brand communications (visual and written?) If you need help with your purpose, mission and vision, check this out.
Immersive Brand Experiences: With the rise of virtual and augmented reality technologies, brands are leveraging immersive experiences to captivate audiences. From interactive AR shopping experiences to virtual brand activations, immersive branding allows consumers to engage with brands in new and exciting ways, fostering deeper connections and driving brand affinity.
An example of a small Irish business that has employed immersive brand experiences in their branding is Teeling Whiskey Distillery, located in Dublin, Ireland.
Teeling’s offers guided tours that provide visitors with an immersive and educational experience into the world of Irish whiskey production. What sets their tours apart is the emphasis on storytelling and interactive elements throughout the distillery.
During the tour, visitors are taken on a journey through the distillery's history, from its founding in 1782 to its revival by the Teeling family in 2012. Guides share engaging stories about the distillery's heritage, the whiskey-making process, and the Teeling family's passion for crafting high-quality spirits.
Additionally, Teeling Whiskey Distillery incorporates sensory experiences into their tours, allowing visitors to touch, smell, and taste the ingredients used in whiskey production. Guests can sample different types of whiskey and learn how to appreciate the nuances of flavour and aroma.
The distillery also hosts special events and workshops that offer hands-on experiences, such as whiskey blending sessions and cocktail-making classes. These immersive activities allow visitors to deepen their understanding of whiskey production and gain a greater appreciation for the craftsmanship behind each bottle.
By offering immersive brand experiences, Teeling Whiskey Distillery creates memorable and engaging interactions with their audience. They not only showcase their products but also tell a compelling story that connects visitors to the rich heritage and traditions of Irish whiskey-making. This approach has helped Teeling Whiskey Distillery establish itself as a leading destination for whiskey enthusiasts and tourists in Dublin.
Personalized Brand Interactions: In the age of data-driven marketing, personalisation continues to reign supreme. Brands are leveraging advanced analytics and AI algorithms to deliver hyper-targeted content and personalised experiences tailored to individual preferences. From personalised product recommendations to customised communication strategies, brands that prioritise personalisation are winning the hearts of consumers.
A very simple way to get started with personalisation is in your email marketing. This can be a powerful strategy to engage subscribers and increase conversion rates. Start by collecting relevant data about your subscribers, such as their name, location, purchase history (if relevant) and their preferences or struggles. Use this information to tailor your email content and subject lines to each recipient, addressing them by name and, if you are an ecommerce brand, offering personalised product recommendations or exclusive offers based on their past interactions with your brand. You can segment your email list into smaller, targeted groups based on demographics, behaviour or interests, and send highly relevant content to each segment. Additionally, incorporate dynamic content and automation tools to deliver timely and personalised emails triggered by specific actions or events, such as lead magnet downloads, abandoned cart reminders or birthday greetings. By delivering personalised and relevant content to your subscribers, you can foster stronger connections, increase engagement and ultimately drive more conversions in your email marketing campaigns.
Visual Storytelling: In a saturated digital landscape, compelling visual storytelling has become essential for brand differentiation. Brands are harnessing the power of visual mediums, such as video, animation and interactive graphics, to convey their narratives in engaging and memorable ways. From captivating brand videos to immersive social media stories, visual storytelling is driving brand awareness and engagement. We always suggest starting with brand photography as a bare minimum, avoiding stock photos if at all possible. But video and other interactive visuals are becoming more and more attainable and affordable and can really help your brand stand out in a crowded marketplace.
Sustainable Brand Practices: As environmental concerns continue to escalate, sustainability has become a top priority for brands and consumers alike. In 2024, eco-friendly initiatives, such as sustainable packaging, carbon-neutral operations and ethical sourcing are no longer optional but expected. Brands that embrace sustainability not only reduce their environmental footprint but also enhance their brand reputation and appeal to conscientious consumers.
Part 2: What's Not Hot in the World of Branding in 2024
Generic Brand Messaging: In a crowded marketplace, generic brand messaging simply fails to capture attention or inspire action. Brands that rely on clichéd slogans and uninspired messaging risk blending into the background and losing relevance in the eyes of consumers. Authenticity and originality reign supreme, and brands must craft unique narratives that resonate with their target audience.
Invasive Data Practices: While data-driven marketing offers valuable insights into consumer behaviour, invasive data practices can erode trust and damage brand reputation. In 2024, brands that prioritise consumer privacy and transparency in data collection and usage are viewed favourably, while those that engage in intrusive tactics risk backlash and regulatory scrutiny.
Static Brand Identities: Static brand identities can feel outdated and disconnected from evolving consumer trends, even in the world of B2B marketing. Brands that fail to evolve their visual identity and brand messaging to reflect current cultural shifts and consumer preferences risk becoming irrelevant. Flexibility and adaptability are necessary for maintaining brand relevance and resonance. After all, as your business evolves, your brand will have to evolve too, to keep up. Otherwise you’re not growing, but staying put or worse, losing business.
Cookie-Cutter Brand Experiences: With consumers craving authenticity and uniqueness, cookie-cutter brand experiences fall flat. Brands that offer generic, one-size-fits-all experiences fail to connect with diverse audiences on a personal level. In 2024, brands must prioritize customisation and personalisation to deliver tailored experiences that resonate with individual preferences and needs.
Greenwashing: As sustainability takes center stage, brands that engage in greenwashing—making misleading or exaggerated claims about their environmental practices—face increased scrutiny and consumer backlash. Consumers and businesses are savvy and discerning, and brands that fail to uphold genuine sustainability commitments risk damaging their reputation and losing trust.
Conclusion: Keeping your brand relevant and up to date
The business landscape is constantly evolving, and brands must adapt or risk being left behind. By prioritising purpose-driven initiatives, immersive experiences, personalisation, storytelling and sustainable practices, brands can emerge stronger, more relevant and resonate more with their audience. Success lies in our ability to not only anticipate trends but to stay true to our own purpose and connect authentically with our customers.
