Many people think that a logo is a brand. Others confuse it with a slogan or recognizable marks. The truth is, a brand is so much more than those tangible things. As Amazon founder, Jeff Bezos, says “Your brand is what other people say when you’re not in the room.” Thus, branding is intangible. You can’t actually touch it or see it. It helps shape the perception of people toward a company, individual, or product.
A digital marketing speaker Hong Kong defines branding as a marketing concept that helps others identify a company, individual, or product. It is important to note that branding is different from advertising. Advertising is the image that the company projects to its audiences. On the other hand, branding is the image that the audiences think about the company. Strong branding evokes emotional connections that result in loyal followers. It creates a positive reputation and increases the value of a business. Below are 6 branding trends to create an impressive mark this 2021.
Bring People Into a Journey
As mentioned, branding is not just a logo, recognizable mark, or slogan. If a company wants to go the extra mile in branding, it should take people on a journey. This means that branding is a continuous effort of creating well-designed products. It also follows to give customers a uniquely positive experience. Today, a video marketing agency Hong Kong harnesses the power of video to branding a company, individual, or product. They use short-form videos to engage people on what is going on behind the scene of a workplace. Live streaming adds authenticity through individual messaging. The most popular way to bring people to a journey through product branding is unboxing. It is the unpacking of a product for viewers to vicariously experience the product itself. Unboxing videos bring people into a journey of something new and let them weigh their decision before buying it.
Embrace Brand Imperfection
The habits and perceptions of people have greatly changed today. Most audiences view perfection as a flaw. As such, embracing brand imperfection has become a trend. The younger generation prefers asymmetry, disproportioned images, lines that don’t connect, scribbled writings, etc. Such imperfections make a brand look more authentic and humane. However, brand imperfection does not match every brand identity. Most commonly, they are perfect for companies targeting off-beat markets.
Get Creative with Quirky Art
Quirky art is defined as an odd or unusual creative work. It is now a rising trend as it makes a brand stand out and be unique. Quirky arts often instill an atmosphere of humor which the younger market finds attractive. To use them in branding, a one-of-a-kind image can turn out cute and whimsical. Brands can experiment with hand-drawn illustrations that give fun to the audiences. They can also dress up animals to accentuate a playful theme. Again, it does not match every brand identity. Quirky arts can work best on innovative products of technology.
Give Your Company a Face
According to a social media agency Hong Kong, the number one thing humans like to see is the face of other humans. That is why putting a face to a name is a branding trend. People are seeing a lot of imagery among brands today. These include influencers endorsing brands or famous personalities recommending products and services. A smart way to give a face to a name is to illustrate a company or product as a depiction of a real person. Using different artistic styles, brands can communicate what their qualities are and how they solve individual pain points. A great example is Alexa. Even kids know that she is a virtual assistant.
Grab Some Color Expressionism
Nowadays, consumers learn to associate branding with colors. Blue is the top color preferred by most brands. American Express, Bank of America, Boeing, Facebook, hp, Intel, PayPal, Skype, and Visa are some trustworthy brands using the color blue. Red comes next as the second color preferred by most brands. BBC, CNN, Coke, Netflix, and CNN are some exciting brands that use it. But what if you want to express a more intense and unconventional message to your audience? Color expressionism is now a branding trend to appeal to the masses in a highly emotional way. By grabbing non-naturalistic color intensities and variations, branding can create a unique impact on the community. Take, for example, Google. Such a search engine is experimenting with different designs and colors to highlight its name on every search page.
Take a Stand
A branding trend that stands out today is brands taking a stance. A simple YES or NO statement can make or break a brand. A lot of issues are going on that people want the brands they support to stand up for something meaningful to the community. It may be a cause to save the environment. It may be an affirmation or negation toward a viral issue. Most customers now perceive brands that do not stand for something means nothing. Branding designs today often echo what they stand for. Green imagery in a logo displays environmentalism. Likewise, adding images to support an issue is another way to take a stand.