Branding is a vital aspect of any business, and it involves creating a unique identity that sets a company apart from its competitors. We recently covered what goes in a brand guide for your business and how having a solid brand guide can benefit your brand.
In recent years, branding trends have evolved significantly, driven by changes in consumer behavior, technology advancements, and market trends. As we enter 2023, businesses must keep up with branding trends to stay relevant and competitive. Keep reading to learn some of the branding trends to watch in 2023.
Sustainability and Eco-friendliness in Branding
As more consumers become environmentally conscious, sustainability and eco-friendliness are becoming essential components of brand identity. Consumers are looking for brands that align with their values and contribute to making the world a better place. In a study, an average 70% of respondents say they buy from brands they believe reflect their own principles.
Brands such as Adidas, Patagonia, and TOMS have already taken the lead in sustainability branding, and we can expect more brands to follow suit in 2023.
Adidas has been making strides (see what I did there?) in sustainable fashion and recently launched a line of shoes made entirely from recycled ocean plastic. The brand has committed to using only recycled polyester in its products by 2024 and has set a target to become carbon neutral by 2050.
Adidas has been implementing sustainable manufacturing practices, such as using water-based glue and reducing waste in production. These initiatives align with the company’s sustainability mission and resonate with consumers increasingly looking for environmentally friendly products.
TOMS, a shoe company I’m sure you’ve heard of, aims to give back to society through its “One for One” program. The company donates a pair to a child in need for every pair of shoes sold. The brand’s eco-friendliness is also reflected in its products, which are made from sustainable materials such as recycled plastic bottles and hemp.
Patagonia, a popular outdoor apparel brand, has long been committed to sustainability, with a mission statement that reads, “We’re in business to save our home planet.” The company’s branding reflects this mission, with eco-friendly products and initiatives, such as the Worn Wear program, which encourages customers to repair and reuse their clothing rather than buy new ones.
Personalization and Customization in Branding
Consumers today are looking for personalized experiences, and brands that can deliver on this front will likely succeed. Personalization goes beyond just adding a customer’s name to an email; it involves tailoring the entire customer experience to their preferences and needs.
Brands such as Coca-Cola, Glossier, and Ikea have already implemented interactive branding. We anticipate an increasing number of brands adopting a similar approach in the coming year.
Nike By You
Nike’s custom sneaker platform, Nike By You, allows customers to design and personalize their own sneakers. The customization allows consumers to design a shoe that aligns with their personal cultural preferences and styles.
Netflix’s recommendation algorithm is another prime (not that Prime) example of personalization, as it recommends movies and TV shows based on a user’s viewing history. This enhances the user experience and helps build brand loyalty by providing a customized and enjoyable viewing experience. As a result, the company’s algorithm has become a cornerstone of its branding strategy, setting it apart from traditional TV networks and cable providers. Netflix and chill?
Coca-Cola “Share a Coke”
Coca-Cola’s “Share a Coke” campaign personalized Coke bottles with people’s names (I never found a bottle that had Kimber!) The campaign resulted in increased sales and social media engagement. In fact, the campaign generated 3.79 million impressions on Instagram, and sales of participating Coca-Cola packages rose by a phenomenal 11% in the US.
Authenticity and Transparency in Branding
Consumers today value authenticity and transparency in brands, and they can easily spot brands that are not genuine. Brands that are transparent about their values, practices, and products are likely to earn consumer trust and loyalty.
Brands such as Dove, Everlane, and Ben & Jerry’s have already embraced authenticity and transparency, and we can expect more brands to tap into the trend in 2023.
Dove “Real Beauty”
Dove is a personal care brand owned by Unilever that produces beauty products such as soap, body wash, and deodorant. The brand is known for its “Real Beauty” campaign, which promotes body positivity and self-confidence among women. The campaign celebrates real women of all shapes, sizes, and colors, challenging traditional beauty standards. In a study, 80% of women surveyed said that the campaign had made them feel better about their bodies.
Everlane’s “Radical Transparency”
Everlane is a clothing brand that focuses on sustainable and ethical fashion. The brand is transparent about its production process and pricing and aims to create timeless, high-quality pieces meant to last. Everlane’s “Radical Transparency” approach reveals the actual cost of its products, including labor, materials, and transportation.
Ben & Jerry’s
Everyone knows Ben & Jerry’s is an ice cream company famous for its creative and unconventional flavors, like Cherry Garcia and Phish Food but also their commitment to social and environmental causes. The brand has been vocal about issues such as climate change, racial justice, LGBTQ+ rights, and voting. While the brand has used its platform to advocate for change, the company is also transparent about its ingredients and sourcing practices.
Interactive branding involves creating experiences that engage customers and encourages them to participate in the brand story. This can include interactive ads, social media campaigns, and immersive experiences such as pop-up stores and events.
Brands such as Coca-Cola, Glossier, and Ikea have already embraced interactive branding, and we can expect more brands to follow in their footsteps in 2023.
Coca-Cola “Happiness Machine”
Coca-Cola’s “Happiness Machine” campaign placed vending machines in public places that dispensed free Coca-Cola and other surprises, creating a fun and memorable experience for consumers.
The experience created a more emotional connection between those who used the “Happiness Machine” and the brand.
Glossier Pop-up Stores
Glossier’s Pop-up Stores are known for their interactive and experiential branding. The beauty company creates immersive environments that allow customers to engage with their products in unique ways, such as testing out different shades of their makeup or participating in workshops and events.
This approach helps build brand loyalty and excitement among customers and provides valuable feedback for Glossier to improve its products and customer experience.
Ikea Place is an interactive marketing tool that allows customers to use augmented reality (AR) to visualize furniture and decor in their own homes. By simply pointing their smartphone camera at a space, customers can see how different Ikea products would look and fit in their room, making it easier to make purchasing decisions.
This innovative approach enhances the customer experience and sets Ikea apart as a leader in using technology to improve the shopping experience.
Stand Out from the Crowd
As we look toward 2023, it is clear that branding trends will continue to evolve and shape the way businesses connect with consumers. From sustainability and personalization to authenticity and interactive branding, brands must stay ahead of the curve to remain relevant and competitive.
By keeping up with these trends and adapting their branding strategies, businesses can create meaningful connections with consumers and stand out in a crowded marketplace. Ultimately, the brands that can successfully navigate these trends and create authentic, personalized, and sustainable experiences for consumers are the ones that will thrive in the years to come.
Our team of branding experts can develop a professional branding strategy for your business to make you stand out in a crowd. If you’re ready to start creating a brand strategy for your business, contact the marketing experts at ELMNTL today!