The retail ecosystem is changing at an accelerated pace, and it's rapidly transforming the face of brands. Even though staples like Macy's, JC Penny, and the Gap are closing stores, the truth is that consumer spending is up and retail is simply changing.
Whether you're an online business, a brick and mortar retailer, or a combination of both, it's easy to get lost in the numbers and forget about the importance of making a first impression. The first step in creating a memorable customer journey is your branding.
Your brand is how you distinguish yourself from your competitors. It includes things like your name, logo, tagline, brand voice, level of service, and other values. When it comes to the success of your business, branding is game-changer.
According to a 2015 Nielsen global survey, nearly 60 percent of shoppers said they actively purchase from brands they know. So how do you give your business an identity, create brand awareness, and make your business memorable? This can be a moving target, but here are nine branding trends that are emerging as we enter the second half of 2019.
1. Oversimplistic Branding
You can make your brand, or logo, as complex as you want, but simple is generally better from a consumer recognition standpoint. Some companies are taking this to the extreme and creating logos that are the height of simplicity.
You might find a company branded with a black and white logo with only the name in a simple font. While this is an interesting approach, some are not creating a brand that is distinct enough to communicate what the company does and set it apart from others in its industry.
2. 3D Imagery
Heading over to the other end of the spectrum, some companies are fully leveraging technology in their branding efforts. There's an emerging trend in the use of 3D imagery in creating branding experiences.
Instead of a stationary logo on the screen, the consumer sees a series of moving parts created by a digital artist. Of course, you'll need those static images as well for non-digital applications.
3. Negative Space
Brands that have a ton of negative space in their logo have come and gone over the years. They're popular, then they're not, and they seem to be incredibly popular again in 2019.
4. Vintage and Nostalgia-Inspired Branding
These involve creating more than usual space between the background and the subject of your image. It can be used to make your image more compelling as well as to have images with dual or hidden meanings.
In 2019, we've seen a resurgence in vintage branding, primarily through package and logo design. These usually involve a hand-drawn illustration along with the company's name in a vintage or hand-lettered font.
These logos often include an "established" year (even if it's 2019) and have a weathered or textured look. This type of branding is popular with a variety of businesses, from eateries to services. It conveys a sense of comfort, reliability, and retro-coolness.
5. The Return of Serif Fonts
For many years, using serif fonts (fonts with little tags at the end of the letter strokes) was considered bad form in branding. Now that retro branding has become a thing, this is changing because serifs are considered somewhat old-fashioned.
As 2019 progresses, you'll not only see more of the out-of-the-box serif fonts but also custom-made ones which can take a brand to the next level. If you choose to use these, do so sparingly. They're excellent for titles and logos, but don't work well for large blocks of text.
6. Accessing Branded PPC Advertising
There are tons of ways to drive traffic to your business, some free and some that will eat into your marketing budget. A growing, and smart, trend in paid advertising is to include branded PPC in your online marketing budget.
This means that you are bidding on your business name, which should be cheap as heck, for a paid ad in Google. In addition to your organic result, you have the opportunity to represent your brand through another top spot in the search results and boost your click-through rate.
7. Chatbots and Branding
Branding isn't all about what you do with your logo and tagline. This is part of the equation, but the rest involves how you design the customer experience.
Chatbots aren't necessarily new, but companies that ignore this useful technology could get left in the dust. These AI machines allow you to step in and engage with customers during any point of their journey, which can only help your brand.
8. 2019 is the Year of Phigital
Going beyond chatbots, companies are beginning to merge the physical and digital experience (hence, the strange new word) for customers. In short, the idea is to tailor the brand experience by improving the offline experience with online engagement.
An example is Coca-Cola's Coke Freestyle Machine, which allows consumers to create their own fizzy drink concoctions. The company then uses the data collected for possibly creating new products.
9. Audience Branding Participation
Consumers today are more vocal about their opinions on just about everything. They have an easy outlet with platforms like Facebook, Twitter, and even Reddit to let brands know what they think about their actions.
So, it's no surprise that consumers are now influencing some branding choices. In the past year, brands have tried to refresh their messages only to face backlash from consumers. A couple of examples are Zara and Uber.
Branding continues to evolve, and fortunately, you can follow more than just one of these trends. The best branding incorporates several elements to create something truly unique, just like you. If you'd like to learn more about how branding can differentiate your business, this is just one of the things the pros at Connection Model do.
Contact us for information about our services.
Written By: David Carpenter
