Welcome to the final instalment of Brand Trends To Look Out For in 2022. If you have made it this far, thank you – our figures show there are not many of you! This week, we’re looking at trends in branding that appeal to human nature and using psychology to boost sales and elevate your brand.
(5) Nostalgia
Nostalgia has always been a significant force within the broader marketing world, but the phenomenon has only recently become more influential within digital branding. The rapidly changing world we live in, where everything is always moving forwards, has amplified our desire to pause and take a break – looking back at the ‘good old days’.
The most famous example recently has been Burger King reverting to its logo from most of the 1990s. With 55% of people wanting to return to the past given a time machine and only 28% to the future, Burger King and other brands alike are looking to restore an emotional connection with their audience.
They are correct – nostalgic branding evokes feelings of familiarity and stability and often generates a tighter brand-consumer relationship. We are all guilty of waxing lyrical about how much better times used to be, so why not take advantage of it?
Nonetheless, remember that nostalgic branding is not the secret key to branding perfection. It should not be the central pillar of a business’s brand and should act as a supplement. There is no guarantee that nostalgia will appeal to the audience you are trying to connect with, and some markets may not have enough exposure for this tool to be fully optimised.
Regardless, nostalgic branding can be incredibly effective; it is just important to consider your market and the stage your business is in.
(6) Humanising brands
The rapid growth in the importance of social media both in branding and the wider world has made way for a new branding phenomenon: humanising brands. Social media has made it incredibly easy for brands to communicate with consumers.
Recently, brands have taken it a step further by talking, rather than just communicating, with them. In a time of mistrust and disillusionment towards businesses, connecting with audiences through humour and conversation on social media has looked to bridge this gap.
Treating customers like friends through an informal typing style with emojis, slightly broken grammar, and entirely lower case sentences create a feeling of directly messaging the business. This makes the brands more approachable and relatable.
In addition, producing videos and reels on TikTok and Instagram related to viral trends creates humour surrounding the brand, and the more people who like it, the more likely they’ll share it.
Although an important part of humanising your brand, the process doesn’t have to be limited to social media. Consumers love a story – and making the background of your business a key pillar of your branding is a great idea.
Including the what, how, and why of the origins of your business on your website and whichever digital campaign you pursue makes your business easier to relate to, generating a stronger relationship with your target base.
It certainly works – 92% of consumers want brands to make their advertisements more like stories. Humanising your brand can also be as simple as including your team on your company website, including short bios of each member. Consumers want a face behind the business, something they can trust and root for rather than an isolated organisation.
Final thoughts
With the age of digital marketing in full swing, trends in branding have only become more erratic, making keeping up with them essential. Some trends are more resilient, and some are a flash in the pan.
It is always vital to keep your brand simple, ensuring your visual content on the web matches your brand’s aesthetic, putting your customers at the heart of the brand, and understanding them.
We’ve laughed, we’ve cried. You’ve hopefully enjoyed. Now it’s time for the sale. The call to action.
Our team of forward-thinking marketing and brand design experts can provide you with ample support when it comes to building and customising a brand for your specific target market. For advice on navigating these trends and how to best deploy them according to your objectives, please feel free to book a free 30-minute discovery call.