Branding is an essential element for any business, no matter the size or sector. Research suggests that 70% of consumers base their purchasing decisions on branding.
The branding process is an ongoing effort, requiring research, responsiveness, and adaptability. As the marketing landscape shifts and evolves, so too do the strategies that brands use to establish themselves in the marketplace.
With 2023 unfolding, now’s the perfect time to review the past year and consider which branding trends are likely to take the lead in the future. Staying abreast of the changes helps you plan upcoming content and marketing efforts to keep your brand fresh and relevant.
It can be challenging to keep track of a campaign while industry trends are constantly in flux, but DivvyHQ can make the process easier. To find out more about what this marketing software can do, request a demo!
Anti-Design Branding Trends
Anti-design is an experimental approach to design that goes against the grain and challenges traditional conventions. At its core, anti-design is an exploration of the “anti-“ aspects of design. It’s about looking at established design principles and then flipping these conventions on their head.
A good example is a promotional page that Adidas created for their Yung-1 Alpine Sneakers. The text and visuals clash with each other in a way that many designers would disapprove of, but that’s the beauty of it.
Image Source: 99 Designs
Embracing the Chaos
While traditional design favors order, anti-design embraces chaos. Instead of meticulously considering the desired outcome, anti-designers often go into their projects with little forethought. They allow chance to play a role in the design process by letting randomness and surprise lead the way.
Tempering the Risks
Anti-design can help a brand stand out, but it’s a risky approach. Usually, designers should at least follow some conventions. It helps to assess the target audience and competition and see what styles work and don’t work. It should then be easier to come up with something that is quirky and interesting without being too overwhelming.
Retro Branding Trends
Many modern companies and brands use retro branding to pay homage to the nostalgic product packaging of eras gone by. Though retro branding designs harken to the past, they can also incorporate modern elements.
In an Ad Age Harris survey, consumers looked at recent Burger King and McDonald’s packaging so they could express what words came to mind. 11 of them said “retro,” “nostalgic,” or “nostalgia” in response to the McDonald’s packaging, while 13 used those words in response to the Burger King packaging. Both restaurants have been revamping their branding to bring consumers back to their childhood.
It’s important to choose a retro aesthetic that’s authentic to the era and relevant to the message. However, the design also should appeal to a brand’s target audience, so companies need to understand what would trigger nostalgia for their customers.
What was old often becomes new again, including brand themes. The popularity of retro branding is rising again because of its nostalgic feel and ease of use.
Minimalist Branding Trends
Minimalist branding should focus on creating a simple, but impactful, message that resonates with the target audience. It’s all about stripping down a visual identity to its most basic elements and focusing on a single concept or idea.
An example of this is the simplification of brand logos over the past few years. Major companies like Starbucks and Pepsi are discarding the showy details their logos used to have in favor of a more basic feel.
Trimming the Fat
It’s good to keep everything simple and avoid cluttering up marketing materials with too many elements. In a survey that GoodFirms conducted with web designers, 84.6% of respondents said that the most common mistake entrepreneurs make is overcrowding their websites.
Simplifying Color Palettes
Branding trends are shifting back to simplistic color palettes. Instead of using a wide array of colors, marketers should stick with two or three basic colors that work well together.
Using Texture and Pattern
The use of textures and patterns can help tie everything together. Some examples include using an embossed pattern on business cards or adding a metallic texture to the website design. Marketers can also add a pop of color to the font.
Interactive Branding Trends
Interaction With Influencers
Almost nothing beats the interactive nature of how influencers engage with their communities. Leveraging an influencer’s reach, credibility, and authenticity is a smart strategy for introducing a new brand or ongoing brand building.
And the benefits don’t stop there. Compared to traditional advertising, influencer marketing can be a more cost-effective way for brands to reach their target audience. And by using trackable links and discount codes, brands can measure the ROI of their influencer campaigns and make data-driven decisions about future branding and marketing efforts.
Encouraging User-Generated Content
Some marketers are encouraging customers to create and share their own content online, often on social media, to generate engagement and referrals. This content can take many forms, including photos, videos, blog posts, and reviews. Many brands have been using this trend to get their customers involved and active on their digital channels.
User-generated content allows customers to become brand advocates and share their positive experiences with your brand with their friends, family, and other contacts in their networks. It also gives a business a fresh new look and feel, which is especially important if a brand has been around for a few years.
Developing Peer Groups
As brand management becomes more technologically advanced, people will inevitably want to create online groups that bring like-minded peers together. This will play a huge role in brand management in 2023, with the evolution of social media and peer-to-peer platforms allowing for easier connections between like-minded people.
Using Branding Trends Wisely
Trying to incorporate every new trend is exhausting and can confuse a brand’s messaging. It’s certainly good to experiment with new techniques and channels, but it’s even more important to use an approach that is consistent with the brand’s identity.
Jumping on branding trends will only help marketers if they have an airtight strategy in place, and good software can help with this. DivvyHQ allows content creators to plan brand marketing campaigns and track the performance of those campaigns, all within a centralized hub. To see how it can work for your team, request a demo today!
