There are nearly 200 million companies around the world. With that number increasing each year, you must know how to stand out. Building a brand can set you apart from the competition. It’s also your chance to make a life-long impact on new and potential customers.
So how do you make your company stand out? Well this is how.
1. It’s All About Experiences
Pushing a brand onto consumers to make sales no longer works. Instead, brand marketing allows companies to pull consumers into the brand. There are several ways for this to work. For starters, you need to create opportunities for consumers to experience the brand firsthand. Consider pop-up shops. These use the fear of missing out (FOMO) to draw people in. Then, companies offer participants an exclusive, short-term experience with the brand. These unique experiences can be virtual as well as physical.
Experience-driven brand marketing can include:
- Mono-branded stores
- Malls with tailoring, personal stylists, and spa services
- Branded hotels
- Themed restaurants
- Themed exhibits
Combining your brand with these exclusive experiences is far more memorable than any billboard or banner ad.
2. The Online/Offline Overlap
Online and offline experiences are also starting to overlap. This brand marketing trend is blurring the lines in retail, too. For example, online retailers are heading into brick-and-mortar stores. You’ve probably seen Buzzfeed at Macy’s. More Amazon bookstores are popping up, too. Instead of keeping still, brick-and-mortar retailers are upping their game to compete. Bridging the gap between on- and offline experiences will also help companies take advantage of micro-moments.
3. Ramp Up AR
Any Pokemon Go or Wizards Unite fans out there? You might want to take a page out of that book for part of your brand marketing strategy. After all, the market for augmented reality is expected to reach $198 billion by 2025 worldwide.
AR is another way for consumers to experience your brand. It also makes it easier for consumers to get information. With AR, they can see and experiment with products. This direct engagement can make it easier to make purchasing decisions. As a result, AR is changing the game for how consumers interact with a brand. This marketing trend brings digital experiences into the real world. Let’s say you’re trying to redesign your living room. Brands like IKEA and Wayfair offer apps that allow you to see how furniture looks in your home. Then, you can make a purchase straight from the app.
4. Pick A Purpose
Young consumers are choosing brands that take a stand. In some cases, this can include controversial positions. The shooting at Marjory Stoneman Douglas High School led brands to rally against gun violence and abandon the NRA. Meanwhile, some brands prioritize non-controversial positions. More companies are taking green initiatives every year. Either way, brands can no longer stand on the sidelines. No matter what cause your company supports, keep in mind that it’s not enough to talk the talk. If you don’t also walk the walk, people won’t believe that your support is sincere.
5. Gen Z
Gen Z is taking the world by storm. This generation, defined as anyone born after 1998, now makes up 32 percent of the world’s population. This generation is glued to their smartphones, Amazon, and Google. They’re digital natives, too, so they jump between multiple platforms with ease. This generation expects brands to set sales tactics aside. Instead, they’re looking for brands to act as advisors.
Generation Alpha is on its way, too. This generation includes anyone born after 2009. While they’re not that old just yet, this generation impacts their Millennial parents’ buying behaviors.
6. Digital Brands Dominate
Digitally-native brands are dominating online, too. Many are making a significant impact in the marketplace. Consider the online mattress-in-a-box company Casper as an example. This company spends a big part of their digital advertising budget on social media ads. As a result, the brand was able to compete with more prominent, more established names like Sealy and Tempur-Pedic. New digital brands will continue to emerge in the marketplace. These brands are equipped to target consumers who spend most of their time online.
7. Go Old School
If Stranger Things is any indication, old school is making a come back. Younger generations are even interested in the decades before they were born. To take advantage of this trend, Amazon is returning to brick-and-mortar bookstores. Meanwhile, consumers are buying more vinyl records in addition to MP4s. This can lead brands to bring back old products and trends as well.
8. Chatbots and AI
For a smooth online experience, more companies are using helpful chatbots. Chatbots make it easier for consumers to find what they’re looking for. This helps to streamline the buyer’s journey so that it becomes a smooth online experience makes your brand appear helpful and informative, too. Website chatbots can also direct website users to specific areas of content. By doing this, companies control the sales funnel as well.
Machine learning and artificial intelligence are stepping up their game, too. Data allows companies to make smart decisions based on consumer data. Using this data, you can develop a marketing strategy that’s designed with your customers in mind.
9. Brand Differentiating
As one of 200 million brands, your company needs to stand out. Branding is becoming one of the most reliable business tools for company growth. Instead of trying to convince consumers to buy, companies can use branding to appeal to their emotions. That gets customers to care. This can impact customer acquisition as well as retention. That way, customers stick around for the long-term.
For this to work, your company needs a relatable, consistent brand. A relatable brand helps you connect with customers. Meanwhile, consistent branding ensures customers recognize you every time. Here are ten signs it’s time for your company to consider rebranding.
10. Digital Detoxing
With all of the digital advancements out there, it’s no wonder everyone is always stuck to our smartphones. However, consumers also want to take a break from their devices from time to time.
This cultural paradox offers companies new opportunities to reach out at the right place and right time.
10 Top Brand Marketing Trends of 2019
Brand marketing can redefine how you reach and interact with customers. With these top 10 trends of 2019, you can ramp up engagement and attract new business.
Learn more about how our methodology can help develop the foundations of your brand today.