When you are starting a company, one of the earliest tasks you will do is conceptualize your branding. In a crowded marketplace, it’s more important than ever that a lot of time is spent in this step to ensure that as soon as your product or service is unveiled, it catches people’s attention right away.
If you don’t know where to begin, the good news is that there is a lot of information about how to create enticing branding on the internet. However, you want to make sure that your resources are timely as what might be a good idea one year could be out of fashion the next. Here are some key trends to watch as you start to form the branding of your company.
The Human Factor
More and more companies are using people in their advertising and branding as a means of showing authenticity and relatability. People like seeing other people trying products; it makes them seem more real. For example, wouldn’t you rather see someone using a certain color of lipstick than that same lipstick swatched on a piece of paper? Which product are you going to trust more? It’s always a good idea to consult a digital strategy agency to help you with branding online and audit your content when you feel like it’s not working.
Mutable Logos
Creating a logo may be one of the most fun and at the same time, difficult tasks in your branding. Most companies will use their logos on multiple platforms and as a result, more companies are using logos that can easily be tweaked to fit a certain aesthetic or audience. Your master logo can be used in all of your direct branding, but you might need to use a variation of it depending on the platform it is being used on. By creating a logo that can be altered easily, you make it easier to fit any situation.
Unconventional Color Choices
When looking at products, 85% of consumers said color was the biggest motivation in deciding what to buy. In the past few years, there has been an explosion of color choices in stores as every company is trying to choose something different that will stand out from the crowd. Rather than opting for traditional colors, every neon, pastel, and Pantone color has hit the market for product branding. Don’t be afraid to experiment as you think about what your audience will be the most receptive to in terms of color.
Inclusivity
No matter what type of product you are marketing, people want to be able to feel that it is for them. Being exclusive is no longer in fashion, thank goodness. Branding in today’s day and age should feature different body types, skin colors, and hair types. Instead of models, many clothing and beauty companies, like Rihanna’s Fenty Beauty are using real women to promote their products. This not only makes it easier for customers to relate to the brand, but also shows that the company values diversity and inclusion.
