21st Century consumers are wise and have heightened expectations for the brands they purchase from. Cyberspace for eCommerce is vast, but also very crammed with products from over 7 million retailers. Therefore, brands must represent an intangible, strong persona, showcasing not only brand values, a striking logo, and catchy, lyrical, brand name; but rather a “defining purpose” and core value propositions that give a unique identity, and resonates with consumers, building trust, loyalty and advocacy. As you can image, the aforementioned is easier said than done and most brands hail the branding services of leading ad agencies to meet or exceed these goals.
Bringing Together the Common Elements of a Dynamic Brand
The realization that branding is truly a combination of your business acumen, and strategy, mixed with a knowledge of consumer expectations, engagement, and the emotional reaction that this dynamic creates, lets you make a huge positive impression from day one of going live with your products. The strategy that your team builds and brings to fruition, must target the following:
- Offer a sensorially attractive web presence
- Harness effective communication which tells your story
- Offer enticing and enriching product details such as sustainability, ergonomics, nutritional value, and recyclability, or other positive and necessary attributes, but never overstate or over promise about your product
- Generate social proof from happy consumers, who share great feedback, and leave testimonials, imparting a desire for friends, and family to participate onsite
- Author a pricing strategy for your products which illustrates that you have determined the costs to you, analyzed what your target market will pay, and put the customer first by communicating value, and creating a fair and equitable price for them, which also generates a reasonable profit for your business, aligned with the competition
Trending 2021 Branding is Complex, Visual, and Must Also Be Felt
When we consider case studies and white papers, such as the Irrational Advocacy Index which unfolds the 3 stages of a passion brand, it is easy to see that advocacy is critical yet complex. Creating a brand is a skill which is not easily mastered. Brands become well known and identifiable through hard work, a constantly evolving knowledge of the often-fickle target market, a respect for constantly fluctuating consumer driven trends, and both an analytical science and creativity.
A brand, according to the American Marketing Association, “is a name, design, term, symbol, or any other feature that identifies one seller’s goods or service from other sellers”. Your brand strategy then, is a well thought out master plan or blueprint that demonstrates your vision, mission statement and core values. The most lasting and successful brands offer consumers exemplary customer service, some form of personalization, and a strong loyalty rewards program that keeps them coming back.
2021 branding trends include many unique visuals:
- The use of quirky, unique art, in logo’s or wordmarks, in offbeat styles that compliment products with fresh innovation
- Expressionist, intense color palettes which are not the norm, non-natural, and mixes of hues that are unexpected
- Incorporating human-ness, putting a real human face with personality on products and imagery, which adds a more humanizing feeling consumers are craving, post Covid-19
- Millennials, Generation Z, and younger markets are looking to the brands they follow to “take a stand” which is societal, economical, environmental, or at least shows support for one substantial and consistent issue, which this audience finds relatable and important.
- Reflect the issue you support in your marketing materials, as well as, on your visual identity platforms like Twitter or Instagram, along with human faces, posts, or tweets, that are consistent with what your business model defines.
- The incorporation of geometrics in patterns, circles, blocks, or wallpaper into logos, or large blocks of graphics, not within the logo, but as a more intensely interesting background, and addition to it, for stimulation, and a whole new level of identification.
These new trends reflect that consumers today expect to have a totally immersive experience with the brands they purchase. This target audience wants to feel enveloped and captivated, not just from the artsy logo, memorable slogan, and cutting-edge packaging, but from every detail of this shopping experience. They need to be wowed, and entertained, and want emotional “feels” from this experience. The world has been a battlefield for months, and these new trends reflect the effects of these very human struggles.
Brands that note the changes and step up to embrace the demands of their audience, will see an ROI that celebrates the respect and connectivity they show for their customers.
The”Human-ness” of Modern Branding
As the emergence of numerous changes in brand design are incorporated into your ever evolving strategy for enhancing the priceless relationship, and connection you strive to build with your brand-loyal consumers; it makes the process more relevant and complex.
To lean into the humanness of these trends for dialogue, friendship, and attention, that consumers seek in supporting and communicating with you through chatbots, feedback, on-line posting responses, and on other platforms; you may need the advice and branding services expertise of an experienced marketing team. They can assist you with keeping your brand message, website, and product packaging, consistent in color, content and language, as well as, applying the use of analytics to focus on monitoring what is working for your brand, to keep its loyal consumers feeling connected for future growth and success.