Whether you’re setting up your own company, working in the Marketing industry, or knee-deep into a diploma or degree of a similar course, you'll find there are plenty of elements to be on the lookout for when crafting a brand.
Beyond standing out on social media, effective branding takes your business to the next level and increases your chance of capturing the masses. For anyone looking to elevate their brand, we’ve gathered some current trends to incorporate into your marketing.
Taking an expressionist approach to your colour palettes is an impactful way to grab attention, and one of the simplest ways to inject some fun into your brand. You may have seen a number of brands adopting the same technique, pivoting from neutral pairings and opting for adventurous colour schemes. Think pinks and greens, bright yellows contrasted by neon purples.
One thing to keep in mind is how these designs respond to dark mode, a feature that essentially dims screen glare to reduce eye strain. A 2019 survey showed that 82.7% of participants use their operating system’s dark mode, indicating the importance of designs that cater to this when viewed with darker frames.
USING ART IN YOUR DESIGN
Beyond designing a logo, tapping a graphic designer to whip up some art is a great way to target a younger audience and create brand recognition, alongside expanding your network. Quirky hand-drawn illustrations or characters make for great additions in terms of brand memorability.
If you want to stay on the minimal side, geometric shapes and patterns add a simpler touch but can be incorporated to fit with other elements of your brand such as your logo or tagline. Another bonus? While incorporating imagery into your marketing helps distinguish your brand, a collaboration with an external artist also welcomes new audiences to check out your product.
SHOWCASING THE CUSTOMER EXPERIENCE
As consumers make more online purchases and with lockdowns creating a barrier to the in-store experience, the spotlight shifts to a virtual showcase. Whether it’s unboxing your products, offering a virtual tour, or showing the product in action, a great strategy that many brands have adopted is to create an immersive experience.
Walking your customer through the entire process of unpacking their parcel, using the product, and showing off all the small details makes for an engaging and unique experience. It also creates another channel for you to add layers to your branding, whether through product styling, music, copywriting, or video editing.
In the age of Instagram, where everything we consume is staged to appeal, it’s no surprise that consumers most look for authenticity. With 86% of people reporting that authenticity matters when deciding what brands they support, it’s more critical than ever to craft a brand that is organic, human, and one that resonates. Knowing what you stand for as a brand and using this message as the driving force of your content will do wonders in creating reach—and where you'll find audience engagement comes in strides.