news & insights

In 2025, as we navigate an era of social media overload, saturated advertising, and ever-evolving consumer expectations, building genuine connections at every brand touchpoint isn’t just important, it’s non-negotiable. Consumers aren’t just buying products or services but investing in solutions, transformations, and experiences shaped by brand.

With attention spans shrinking and competition fiercer than ever, a strong brand isn’t a luxury, it’s a business essential. It builds trust, sparks action, and ultimately drives sales. Without it, you risk fading into the background instead of cutting through the noise. And the research backs it up: investing in brand has never been more crucial.

1. WHEN CUSTOMERS FEEL CONNECTED TO BRANDS, 57% WILL INCREASE THEIR SPENDING, AND 76% WILL BUY FROM THEM OVER A COMPETITOR

Brand is your most valuable tool for building a genuine relationship with your audience. A compelling brand story doesn’t just make people notice you, it makes them feel something. It resonates. It inspires. It turns one-time buyers into lifelong brand advocates. Every touchpoint, from visuals to voice, should work together to create a brand that people don’t just know but relate to.

It’s more than just logo and colours; it’s about building a strategic, cohesive experience. Successful brands create meaning, build relationships and get all up close and personal in their customer’s lives. This can be through shared values, storytelling, distinctiveness – or the whole lot. The crux of it is they make people care. 

Take McDonald’s. In 2024, their Adult Happy Meal campaign tapped into pure nostalgia. With the insight that we’re all big kids at heart, they proved that emotional connection drives engagement – and sales.

Source: Sprout Social

2. 95% OF ORGANISATIONS HAVE BRAND GUIDELINES, BUT ONLY 25% ACTUALLY STICK TO THEM

Many brands have invested in brand guidelines but aren’t maximising their impact. Having them in place is one thing; ensuring they are enforced is another. The reality is that if your brand is inconsistent – you’re weakening recognition, confusing customers and diluting trust. 

That’s why brand guardianship is so important. It’s all about ensuring every touchpoint reflects your brand’s core message. This starts from the inside out and means aligning internal teams and partners with brand guidelines to maintain a seamless, consistent experience. It’s not enough to build a brand. To be impactful, it needs to be upheld. 

Source: Inc.

3. BRANDS CONSISTENTLY PRESENTED ARE 3-4 TIMES MORE LIKELY TO ENJOY EXCELLENT BRAND VISIBILITY

Repetition, repetition, repetition. Consistency, consistency, consistency. This needs to be your mantra in 2025. A cohesive brand presence across all platforms reinforces recognition and trust, making it easier for consumers to recall and choose your brand. A fragmented brand just won’t cut it in today’s market. Every touchpoint – social media, packaging, website, campaigns – should feel authentically YOU. Because when consumers see a brand show up consistently, they remember it.

Source: Inc. 

4. 81% OF CONSUMERS NEED TO TRUST A BRAND TO CONSIDER BUYING FROM IT

Trust isn’t built overnight, but it can be lost in an instant. Consumers are savvier than ever and quick to see through empty promises.  They care about transparency, consistency, and delivering on what you say. Brands prioritising trust through ethical practices, honest communication, or high-quality experiences earn long-term loyalty.

Source: JCDecaux

5. 88% OF CONSUMERS SAY AUTHENTICITY IS IMPORTANT WHEN DECIDING WHICH BRANDS TO SUPPORT

Consumers can spot inauthenticity and are not afraid to call it out.  It’s not about being perfect or mainstream. It’s about being real and committed to what you stand for. Being true to your brand values, communicating openly, and delivering on promises are a must. 

Nike champions authenticity by consistently delivering on the brand promise of ‘just do it.’  The brand heroes athletes of all levels, pushing the boundaries of sport, culture, and social impact. They deliver inspiring, empowering creative and brand films that build emotion and stay true to the brand’s core time and time again.

Source: Stackla

6. BRANDS WITH STRONG EMPLOYER BRANDING CAN CUT RECRUITMENT COSTS BY UP TO 50%

Branding isn’t just for customers. It’s for your own people too. When a company is known for its positive culture, clear values, and employee satisfaction, it naturally draws in top talent and retains them. 

Many brands are now turning to social media channels like TikTok as a way to build their employer branding. Duolingo is one great example of a brand creating humorous, relatable content reflective of the company’s playful workplace culture to appeal to the emerging Gen Z workforce. 

Source: Universum Global

7. 63% OF CONSUMERS WILL STOP BUYING FROM BRANDS THAT USE POOR PERSONALISATION TACTICS

Done right, personalisation shows you understand your audience, their needs, and what truly matters to them. A seamless, relevant experience shapes how people feel about your brand.  It’s essential to building long-term trust and loyalty.

AI is making hyper-personalisation easier than ever now, by enabling brands to tailor messaging, offers, and ads to individual preferences. But it’s more than just targeted ads. It’s content. It’s stories. It’s ensuring every interaction feels like it was made just for the customer. 

IKEA is doing it through an online AR tool that allows customers to visualise furniture in their homes. This provides a highly personalised experience while reinforcing brand values around functionality and design. 

Source: Porch 

8.  BRANDS WITH RECOGNISABLE SONIC IDENTITIES CAN SEE AN AVERAGE 5% INCREASE IN PERCEIVED VALUE.

Branding ignites all the senses. It isn’t just what you see—it’s what you hear, feel, touch and even smell. Brands are expanding their identities beyond logos and colours to create immersive, multi-sensory experiences.

Sonic branding is one of the most powerful tools for brand recognition. Think of Netflix’s iconic ‘da-dum’ when you open the platform or Menulog’s ‘Did Somebody Say Menulog?’ jingle. Both instantly trigger brand recall. 

Every touchpoint matters. Whether it’s an audio cue, a signature scent, or a distinct tone of voice, these elements come together to create a brand experience that sticks.

Source: Universal Music

It’s clear – brand is key to making waves in 2025. But perhaps the biggest takeaway is that for brand to succeed, it needs to be 100% you. Creating your own path, owning what makes you different, and using it to drive growth is the foundation for long-term success.

Curious to learn more about what’s taking over in 2025? Check out our blog on this year’s top brand trends.

Written by: Sakina Javed
Published: February 25, 2025