news & insights

Branding has always been an ever-evolving beast, but the last few years have proven this more than ever with new technologies and huge societal changes at every turn. And we hate to break it to you, but 2024 isn’t looking like it plans to slow down. The good news, though, is that with every change and new trend comes plenty of new opportunities.

From dynamic motion branding to the essential focus on brand language and tone of voice, we delve into the trends you can use to enhance your business in 2024.

1. MOTION BRANDING

Motion branding merges animation technology with brand design — and it’s set to redefine brand experiences and leave static branding in the dust. As consumers demand more immersive and engaging content, dynamic visuals and interactive elements will take centre stage in brand communication.

Whether it’s animated logos or short video content, in 2024 brands will harness motion to convey their narratives and captivate audiences, resulting in better brand recall and engagement. We’ve just incorporated motion branding into our own rebrand and can’t wait to start doing it for clients too.

2. EMPLOYER BRANDING AND EMPLOYEE ENGAGEMENT

Sometimes we feel like a broken record on this one; but that’s because it continues to be a neglected area for so many brands. This year, employer branding and employee engagement MUST be a priority.

Did you know that a staggering 91% of employers are struggling to find skilled workers in Australia? It’s a serious problem — because no employees, no brand, no business. It’s time to prioritise creating a work environment that not only appeals to employees but keeps them engaged and loyal.

This means defining an employee journey that keeps your staff happy and engaged from the very first moment.

3. AI IS HERE TO STAY (BUT IT’S HOW YOU USE IT THAT MATTERS)

From copy created with ChatGPT to images created with Midjourney, AI (artificial intelligence) is everywhere. But, as we’ve delved into already (LINK), AI is literally mediocrity smooshed together and accessible to all. If it’s relied upon too heavily, you can say goodbye to meaningful differentiation of your brand, and hello to sounding (and looking) exactly like everyone else.

The trick is to use AI effectively. For smaller businesses, tools like Canva’s in-built AI suite can help speed up re-size of graphics for social media, allow you to easily remove backgrounds on images, and even create GIFS or videos at the touch of a button.

Apps like Scribehow use AI to capture processes, helping keep your team training up-to-date. And of course, ChatGPT used correctly can speed up tasks such as creating social media content from original articles or tidying up meeting notes or other administrative tasks.

4. INTERNAL IMPORTANCE OF BRAND OWNERSHIP

For too long, branding has been seen as a ‘marketing thing’. Well, this is the year we’re going to see a shift. Branding is no longer just a marketing priority, it’s an executive priority where top-tier leaders aren’t just seeing the brand as a logo or an ad tool; they’re recognising it as the very soul of their company.

There’s a pivotal shift where leaders are now understanding that branding isn’t just some passing fad—it’s a savvy move for companies wanting to build trust, drive sales, and really connect with their audience. We’re lucky to work with a lot of clients whose C-Suite are active advocates of branding and we’ve seen the trickle down impact on employee engagement and customer satisfaction.

5. BRAND LANGUAGE AND TONE OF VOICE

In 2024, brand language and tone of voice will step into the spotlight alongside visual identity. Establishing a unique, authentic and memorable voice will be paramount for brands — and is just as important as visual branding.

This distinctive voice isn’t just about communication, though. Done right, it’s a potent tool for amplifying brand recognition and nurturing lasting connections with customers. Once you’ve nailed down your tone of voice, maintaining consistency in verbal and written communication becomes key. Make sure that your brand speaks with a unified voice across all touchpoints.

6. BRAND STORYTELLING IS BACK IN THE SPOTLIGHT

Has anyone else noticed that social channels nowadays are saturated with mediocre products built on fad trends and dropshipping? Well, among this noise, storytelling will emerge as a defining marker of quality for consumers.

Quality storytelling isn’t just a nice-to-have anymore; it’s becoming the game-changer. It’s about crafting narratives that cut through the clutter, showcasing what makes your brand special in a sea of ordinary.

Brands need to prioritise creating compelling narratives that convey purpose, values, and authenticity. Don’t just focus on your brand origin story either, but the everyday stories of innovation, employees, and customers which humanise your brand.

7. STANDING FOR SOMETHING IS MORE IMPORTANT THAN EVER

In 2024, brands embracing sustainability and advocating for societal causes will continue to gain traction. Today’s consumers want alignment between their values and the brands they choose to support which means that they’re drawn to brands with tangible sustainability efforts and a clear stance on issues that matter.

But it’s not just about taking a stand—it’s about staying in tune with current events. Brands should be ready to engage with customers, even if they’re not traditionally expected to. It’s also more important than ever to be aware of ongoing events and make sure that marketing approaches are considerate and relevant. No one wants to be seen as tone deaf (Zara is one example of a brand that pulled an advert after customers saw a resemblance between images from their campaign and Gaza).

ARE YOU READY TO MAKE SURE YOUR BRAND RESONATES AUTHENTICALLY IN 2024?

If you’d like to chat about 2024’s trends and how they can position your brand for growth, we’d love to hear from you. You can schedule a free call with one of our branding experts.

Written by: Jodie de Vries
Published: February 8, 2024