Businesses will want to approach branding differently throughout 2020. You’re likely to see tougher competition along with evolving technology that, together, have already been changing the branding game for years. These days, if you want to stay on top of your industry, you need to do a lot more than stand out visually.
Branding consists of a wide variety of elements today, including genuine customer relationships, social consciousness, and communication that’s community-centric. To put it plainly, there are many aspects to consider when it comes to effective branding.
Here are some of the top branding trends in 2020 that you’ll want to keep in mind when developing your strategies.
1. Use More Immersive Technology
Certain immersive technologies such as chatbots are allowing companies to interact with their customers more effectively than ever before. They’re also influencing trends in branding that are soon to appear.
Chatbots aren’t anything new, but what is new is the way AI is improving them. Advancements in more human-like AI is allowing chatbots to connect with customers in ways we’ve never seen in the past, with customized responses based on specific queries that give the illusion of speaking with a real sales rep. This AI has also enabled businesses to use a more conversational approach to guide users through the buyer’s journey from the engagement stage to the final sale.
Although it might seem ideal to use people to communicate with customers as often as you can, it would cost a lot to employ a team of live chat personnel to be available at all times. At the same time, customers do often like to use live chat features as opposed to phone calls or emails.
Thankfully, live chat AI is getting better and better to allow you to get the most from this feature.
2. Place Emphasis on Personalization
When it comes down to it, people will always connect with the brand, not the product. If they can relate to your company in a way that truly speaks to them, you’ll be able to gain their trust more easily. It’s important to develop relationships with your customers rather than simply attempting to sell products or services.
One of the best ways to personalize your brand is through storytelling. You can use your marketing and advertising strategies to tell various stories that relate to your customers’ lifestyles, aspirations, or other aspects to show that you understand them and their needs.
If you want to personalize your brand in a way that’s truly effective, you’ll need to consider the kind of personality your business should project and the type of voice you should have. Brands need to give the sense that there’s a human element behind them–they’re not merely entities attempting to make money. This is why a combination of automation and personalization is more important than ever.
You can also further personalize your brand by telling your own story, giving people a behind-the-scenes look at your operations with a chance to see employees at work. Personalization will ultimately matter as much as it ever has in 2020.
3. Create a Unique Customer Experience to Improve Loyalty
The key to getting customers to remain loyal to your brand is to provide them with the best possible customer experience. One of the most important aspects of the customer experience is availability, as customers should be able to contact a company at any time of the day, with the ability to track orders in real-time or even communicate with blog writers for additional information or to provide their own input.
Forming the ideal customer experience is no longer simply about offering gifts or perks. You need to establish yourself as a brand that outmatches your competitors. By 2020, the customer experience is projected to be the biggest differentiator for businesses, above both price and product.
4. Develop a Healthy Community
Branded communities are increasingly important for businesses to build. Through these forums, businesses can give customers a platform to discuss the brand and give their own tips and advice. Brands can use a community to talk about products and attempt to understand customer needs without tiresome promotion.
The best communities will give customers a place to connect with the brand and ask any questions while sharing experiences with other customers, discussing trends, sharing feedback, and making suggestions for unique ways to use products. Communities are potential hubs for creativity as much as they are places for customers to connect with a company.
5. Always Keep Mobility in Mind
Mobile interaction with businesses will continue to be crucial in 2020. It’s already been a big part of branding, but businesses won’t have any chance of succeeding if they don’t optimize for mobile use by next year. Make sure every aspect of the user experience is optimized for mobile use, from CTA buttons and website content to emails and their subject lines.
You can also develop email marketing strategies that are more targeted and offer curated content to mobile users, emphasizing quality over quantity.
6. Make Sure Your Brand is Socially Conscientious
Not all branding trends will stick around for years to come, but social conscience will be one of them. Consumers want to know where a company stands ethically, as businesses are potentially every bit as controversial as celebrities or politicians if their positions don’t align with customers’.
Today’s brands need to show that they care about people and aren’t simply out to make a profit. Whether it’s developing sustainable solutions or showing support for human and civil rights, people want brands to practice selflessness in some form
7. Utilize Native Display Ads
It’s not enough to use display advertising in 2020, as these ads often have low click-through rates. If you want to get the most out of your display ads, you’ll need to place highly targeted ads featuring promotional content that actually matches what the user is searching for if you want people to be interested.
Native display ads are likely to be among the top sources of display ad revenue in the coming years. These ads are content-based, which means they will appear more naturally within content where they aren’t as obtrusive to the viewer, and subsequently less annoying. The content in these ads will be more likely to appeal to the viewer than other types of ads.
8. Make Use of Influencer Marketing
Influencer marketing is a trend that isn’t likely to disappear anytime soon. People follow influencers more than they ever have and look to them for advice when it comes to choosing the best products. You can’t go wrong with targeting influencers and encouraging them to promote your products or services.
Make sure you find an influencer who’s truly compatible with your brand and has an audience you want to attract to your business. However, you need to make sure that the partnership is transparent to avoid deceiving followers, but you can do this with many of today’s influencer marketing tools.
9. Generate Valuable Content
High-quality educational content is one of the most popular types of content these days, largely because so much mediocrity floods the world of content. This comes down to quality over quantity, a virtue that’s only becoming more and more vital to marketing. People want to learn from the content they come across, and they want it presented professionally and appealingly to the point where they feel they can trust the source.
So, focus on informing and engaging your audience in 2020 if you want to establish your brand as a reliable industry authority.
10. Develop a Marketing Strategy That Leaves Nothing Overlooked
A solid marketing strategy is all-encompassing. This means that your marketing campaign should utilize input from your marketing, sales, and customer service teams. Otherwise, you’re likely leaving something out that could be invaluable to your campaigns and simplify certain processes.
Make sure you’re using the best tools that you can afford for your teams to maximize efficiency and automation, and encourage employees to share any pain points that you might be able to help alleviate through better solutions.
To further help with your marketing strategies, you may want to consider outsourcing your marketing to professionals who can focus on this aspect of your brand while you can spend more time on growing your business.
Develop a Solution That Works Best for Branding in 2020
Branding is more customer-centric now than it’s been, and it will be even more so in 2020 and beyond. Applying any of these branding trends to your business will help you get the most from your marketing efforts and improve both visibility and loyalty. You won’t fall behind if you take the right steps to develop your brand as branding trends turn from more traditional to unconventional.