The future of branding is changing rapidly, and business owners need to stay on top of these changes if they want to stay competitive. Here’s what you need to know about the future of branding, along with some examples of companies that are successfully employing these strategies today.
What are consumers expecting from brands?
1. Storytelling as a valuable sales technique
This technique uses the power of persuasion. It is vital to consumers becoming invested in a business. We are predicting 2023 to be the year that businesses fully get on board with this technique.
2. Representation and inclusivity
While the basic acknowledgment of under-represented consumers is more than just a trend, 2023 will see more businesses addressing marginalized audiences. Brands that are hands-on with diversity and inclusion provide a welcoming environment for consumers. This will resonate with marginalized audiences.
What are some of the new technologies that are available for branding?
1. Virtual Experiences
In August 2022, Patrón Spirits held a virtual pop-up event in the Metaverse for a summer campaign. Participating users could visit three pop-up events dedicated to the brand’s three summer cocktails. There was also a giveaway element in the virtual experience, in which users who collected badges through quests would be entered to win a trip and NFT wearables (virtual clothing and accessories used to dress up your avatar).
The benefit of hosting an immersive virtual pop-up event is that it’s accessible to all, which allows the brand to reach a wider audience. The metaverse is also a hot topic this year, so brands leveraging this technology can benefit from the social buzz.
In a contrarian play, Heineken leveraged the metaverse to highlight that some moments are best shared in person. In April 2022, Heneiken introduced Heneiken Silver, a virtual beer that pokes fun at the digital world and invites users to enjoy real life.
NFTs are accessible at any time through online transactions from anywhere in the world without intermediaries or third-party interference.
3. AI Writing Tools
For both small and large companies, content is a large investment that usually offers long-term value rather than short-term benefits. Looking to solve this are Frase.io, Jasper.ai, and other AI-powered writing tools in the market. In a matter of seconds, AI writing software can write anything from a social media caption to a long-form blog post – all based on the information you feed it.
Companies like Airbnb, Coursera, Google, and Logitech all leverage artificial intelligence to support their content marketing efforts.
Brands that choose to adopt these new technologies will be able to reach out to more customers than ever and show them how their products can make their life better. With advancements in technology, it’s inevitable that there will be more changes in the years to come.
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