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Top Branding Trends
Customer Retention
Credibility
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ARTICLE #142
Table of contents
Branding trends to watch in 2025
Top Branding Trends
Customer Retention
Credibility
Creative Branding Ideas
Business Success
Top Branding Trends
Customer Retention
Credibility
Creative Branding Ideas
Business Success
Written by:
7 min read
Updated on: January 30, 2025
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
2024 seemed all about caution. Yet a few audacious moves—like rejecting traditional norms or embracing futuristic meets nostalgia—reminded us that boldness still stirs excitement. The world is so overstimulated that genuine difference, done with intention, can stand out. At the same time, oversharing or latching onto every passing meme creates more noise than resonance. The middle ground? Speak with substance, then let your brand identity do the rest.
Below are ten trends expected to shape branding in 2025, along with a few lighthearted nudges to keep things interesting. Bring your creative spirit, but leave any stale marketing jargon at the door.
2024 seemed all about caution. Yet a few audacious moves—like rejecting traditional norms or embracing futuristic meets nostalgia—reminded us that boldness still stirs excitement. The world is so overstimulated that genuine difference, done with intention, can stand out. At the same time, oversharing or latching onto every passing meme creates more noise than resonance. The middle ground? Speak with substance, then let your brand identity do the rest.
Below are ten trends expected to shape branding in 2025, along with a few lighthearted nudges to keep things interesting. Bring your creative spirit, but leave any stale marketing jargon at the door.
1. Purpose-driven brand identities
1. Purpose-driven brand identities
A new wave of authenticity replaces empty claims, proving that actions really do speak louder than words.
Deliberate discomfort
Brands like Jaguar have taken big swings—rejecting traditional category norms and intentionally stirring debate. This kind of risk can breathe new life into a stagnant category and attract younger audiences.
From hubris to humility
No single campaign or design can fix society’s problems. Putting on a self-righteous front is easy to spot and leaves people sceptical. The real trick is weaving purposeful actions into everyday operations.
CSR and DEI in moderation
After a wave of intense focus, followed by near-silence, 2025 may bring a balanced approach to corporate social responsibility and diversity, equity, and inclusion (DEI). We’ll likely see brands acknowledge they’re on a journey—imperfect, but improving.
Green, but honest
Going green remains on the agenda, but the tone is shifting toward genuine honesty. Acknowledging complex trade-offs or incomplete solutions is more persuasive than proclaiming “We’ve saved the planet!” when you haven’t.
A new wave of authenticity replaces empty claims, proving that actions really do speak louder than words.
Deliberate discomfort
Brands like Jaguar have taken big swings—rejecting traditional category norms and intentionally stirring debate. This kind of risk can breathe new life into a stagnant category and attract younger audiences.
From hubris to humility
No single campaign or design can fix society’s problems. Putting on a self-righteous front is easy to spot and leaves people sceptical. The real trick is weaving purposeful actions into everyday operations.
CSR and DEI in moderation
After a wave of intense focus, followed by near-silence, 2025 may bring a balanced approach to corporate social responsibility and diversity, equity, and inclusion (DEI). We’ll likely see brands acknowledge they’re on a journey—imperfect, but improving.
Green, but honest
Going green remains on the agenda, but the tone is shifting toward genuine honesty. Acknowledging complex trade-offs or incomplete solutions is more persuasive than proclaiming “We’ve saved the planet!” when you haven’t.
2. Hyper-personalisation and AI
New technologies deepen relevance, but the real art is knowing when to keep it human.
Data-driven engagement evolves
Personalisation still counts. Yet it’s less about handing customers a buffet of options and more about ensuring they feel confident in their choice. Sometimes, less choice equals more satisfaction.
Brands as digital proxies
AI agents can handle mundane chores—like shopping or booking flights—on your behalf. That convenience is brilliant, as long as consumers believe their information is in safe hands.
The quantum brand
Thanks to advancements in generative, general, and agentic AI, brands can maintain “multiple identities” for different audiences—similar to Schrödinger’s cat, existing in different states until observed. This calls for brand managers to become “brand programmers,” as they orchestrate diverse expressions without losing a unified core.
Generative AI comes down to earth
Despite the hype, it is important to point out there’s no single killer app for generative AI. Instead, it will settle into a powerful supporting role—scaling visual design, automating certain content, and enhancing customer service—rather than becoming the sole product.
New technologies deepen relevance, but the real art is knowing when to keep it human.
Data-driven engagement evolves
Personalisation still counts. Yet it’s less about handing customers a buffet of options and more about ensuring they feel confident in their choice. Sometimes, less choice equals more satisfaction.
Brands as digital proxies
AI agents can handle mundane chores—like shopping or booking flights—on your behalf. That convenience is brilliant, as long as consumers believe their information is in safe hands.
The quantum brand
Thanks to advancements in generative, general, and agentic AI, brands can maintain “multiple identities” for different audiences—similar to Schrödinger’s cat, existing in different states until observed. This calls for brand managers to become “brand programmers,” as they orchestrate diverse expressions without losing a unified core.
Generative AI comes down to earth
Despite the hype, it is important to point out there’s no single killer app for generative AI. Instead, it will settle into a powerful supporting role—scaling visual design, automating certain content, and enhancing customer service—rather than becoming the sole product.
3. The metaverse and extended reality
Virtual spaces go beyond hype, offering immersive encounters that blend past and future aesthetics.
Virtual brand spaces
Brands continue building immersive showrooms and game-like experiences that connect with digitally native audiences. “Time Warping” aesthetics can be embraced here—mashing up nostalgic design cues with futurism inside metaverse arenas or AR overlays.
AR/VR commerce
“Try before you buy” is still the big draw, but novel, whimsical twists also capture attention. Consider interactive fashion shows or products that demonstrate themselves via augmented reality.
NFT-integrated campaigns
Non-fungible tokens might not dominate headlines anymore, but limited-edition digital collectables will still appeal to super-fans. Just ensure the perceived “value” is real, whether it’s community membership, special privileges, or exclusive physical merchandise.
Virtual spaces go beyond hype, offering immersive encounters that blend past and future aesthetics.
Virtual brand spaces
Brands continue building immersive showrooms and game-like experiences that connect with digitally native audiences. “Time Warping” aesthetics can be embraced here—mashing up nostalgic design cues with futurism inside metaverse arenas or AR overlays.
AR/VR commerce
“Try before you buy” is still the big draw, but novel, whimsical twists also capture attention. Consider interactive fashion shows or products that demonstrate themselves via augmented reality.
NFT-integrated campaigns
Non-fungible tokens might not dominate headlines anymore, but limited-edition digital collectables will still appeal to super-fans. Just ensure the perceived “value” is real, whether it’s community membership, special privileges, or exclusive physical merchandise.
4. Community-centric marketing
The days of bombarding everyone with the same message are fading. Smaller circles can have a bigger impact.
Micro-communities and real-time authenticity
People crave real connections, whether in-person or through engaged online forums. After an era of video calls, many of us miss real human warmth, so any brand that encourages communal moments—digital or physical—stands out.
Saying less, doing more
Overreacting to every viral trend usually backfires. Focusing on meaningful touchpoints, instead of carpeting the internet with forgettable posts, builds deeper loyalty.
Influencers 2.0
“Relatable” micro-influencers remain influential, but the next wave will focus on niche expertise and deeper storytelling. Collaboration with everyday evangelists can amplify trust far more than broad-strokes celebrity endorsements.
The days of bombarding everyone with the same message are fading. Smaller circles can have a bigger impact.
Micro-communities and real-time authenticity
People crave real connections, whether in-person or through engaged online forums. After an era of video calls, many of us miss real human warmth, so any brand that encourages communal moments—digital or physical—stands out.
Saying less, doing more
Overreacting to every viral trend usually backfires. Focusing on meaningful touchpoints, instead of carpeting the internet with forgettable posts, builds deeper loyalty.
Influencers 2.0
“Relatable” micro-influencers remain influential, but the next wave will focus on niche expertise and deeper storytelling. Collaboration with everyday evangelists can amplify trust far more than broad-strokes celebrity endorsements.
5. Short-form and ephemeral content
Bite-sized experiences still rule social platforms, but there’s a fine line between intrigue and overload.
Fear of Missing Out (FOMO)
Short-lived or “live now, gone later” posts on platforms like TikTok, Instagram Stories, and ephemeral streaming events keep audiences glued. But mindful curation matters—oversaturation leads to consumer fatigue.
Low-Fi, authentic visuals
In response to overly polished, AI-driven imagery, a rawer aesthetic gains traction. Casual photos or quick, unfiltered videos offer a refreshing sense of honesty.
Strategic minimalism
“Quiet luxury” in content form: rather than flooding feeds, some brands will post selectively. Sparse yet potent storytelling can spark more engagement than a steady avalanche of noisy updates.
Bite-sized experiences still rule social platforms, but there’s a fine line between intrigue and overload.
Fear of Missing Out (FOMO)
Short-lived or “live now, gone later” posts on platforms like TikTok, Instagram Stories, and ephemeral streaming events keep audiences glued. But mindful curation matters—oversaturation leads to consumer fatigue.
Low-Fi, authentic visuals
In response to overly polished, AI-driven imagery, a rawer aesthetic gains traction. Casual photos or quick, unfiltered videos offer a refreshing sense of honesty.
Strategic minimalism
“Quiet luxury” in content form: rather than flooding feeds, some brands will post selectively. Sparse yet potent storytelling can spark more engagement than a steady avalanche of noisy updates.
6. Sustainable packaging and practices
Sustainability remains on the radar, but sincerity and pragmatism are taking centre stage.
Humble eco-branding
The era of loud “save the planet” sloganeering is waning. Brands like Toyota, Starbucks, or Lush might speak candidly about gradual improvements, cost trade-offs, and the real effort required to go green.
Modernism 3.0
Modernism is reemerging—clean lines, minimalist materials—yet warmer palettes and organic shapes can soften the edge. Whether in product design or store layouts, brands will lean on modernist principles without losing the human touch.
Circular economy partnerships
Working hand in hand with recycling networks or second-hand shops is a tangible step toward environmental goals. This honest collaboration builds loyalty among eco-conscious consumers.
Sustainability remains on the radar, but sincerity and pragmatism are taking centre stage.
Humble eco-branding
The era of loud “save the planet” sloganeering is waning. Brands like Toyota, Starbucks, or Lush might speak candidly about gradual improvements, cost trade-offs, and the real effort required to go green.
Modernism 3.0
Modernism is reemerging—clean lines, minimalist materials—yet warmer palettes and organic shapes can soften the edge. Whether in product design or store layouts, brands will lean on modernist principles without losing the human touch.
Circular economy partnerships
Working hand in hand with recycling networks or second-hand shops is a tangible step toward environmental goals. This honest collaboration builds loyalty among eco-conscious consumers.
7. Inclusive branding
Representation and accessibility aren’t optional extras; they’re central to staying relevant.
Representation and accessibility
Brands continuing to champion DEI (Diversity, Equity, Inclusion) will do so with a “middle ground” approach—earnest, integrated, and not just box-checking. Consumers expect authenticity, so generic statements won’t cut it.
Heritage is desirable again
After countless minimalist rebrands, heritage cues—like original logos or signature colour palettes—are reappearing. A dash of well-preserved history can set a brand apart if it’s updated thoughtfully.
Design for all
Extending product lines for different sizes, abilities, and cultural preferences remains a powerful differentiator. This is more than altruism; it’s a strategic way to build relevance across new audiences.
Representation and accessibility aren’t optional extras; they’re central to staying relevant.
Representation and accessibility
Brands continuing to champion DEI (Diversity, Equity, Inclusion) will do so with a “middle ground” approach—earnest, integrated, and not just box-checking. Consumers expect authenticity, so generic statements won’t cut it.
Heritage is desirable again
After countless minimalist rebrands, heritage cues—like original logos or signature colour palettes—are reappearing. A dash of well-preserved history can set a brand apart if it’s updated thoughtfully.
Design for all
Extending product lines for different sizes, abilities, and cultural preferences remains a powerful differentiator. This is more than altruism; it’s a strategic way to build relevance across new audiences.
8. Zero-party data collection
Trust is the new currency, and honesty about data handling is the surest way to earn it.
Direct, transparent ask
Brands are better off requesting data straight from consumers, as trust is the new currency. Offer a clear benefit—exclusive content, personalised recommendations, or loyalty perks—in exchange for insights.
Consumer-led privacy
With AI-enabled brand “agents” collecting personal info to customise experiences, the question of ownership looms large. Zero-party data helps mitigate consumer unease by placing the user in control of what they share.
Search becomes discovery
Google isn’t where you discover, it’s where you confirm. People learn about brands on social, then head to Google to “check them out.” Smart content strategies—reviews, FAQs, brand narratives—help ensure your brand is validated by that final check.
Trust is the new currency, and honesty about data handling is the surest way to earn it.
Direct, transparent ask
Brands are better off requesting data straight from consumers, as trust is the new currency. Offer a clear benefit—exclusive content, personalised recommendations, or loyalty perks—in exchange for insights.
Consumer-led privacy
With AI-enabled brand “agents” collecting personal info to customise experiences, the question of ownership looms large. Zero-party data helps mitigate consumer unease by placing the user in control of what they share.
Search becomes discovery
Google isn’t where you discover, it’s where you confirm. People learn about brands on social, then head to Google to “check them out.” Smart content strategies—reviews, FAQs, brand narratives—help ensure your brand is validated by that final check.
9. Multi-sensory branding
When done well, branding can involve every sense, creating stronger emotional ties.
Sound identity
Short sonic logos, brand-specific jingles, or well-created soundscapes are increasingly important across streaming, voice assistants, and podcasts. These “auditory signifiers” help brands cut through the clutter.
Magic will matter
“Magic” moments—like Nike’s self-lacing shoes—delight consumers and build emotional connections. Look for more tactile or unexpected twists that create memorable brand interactions.
Time warping identity
“Historic mashups” blend retro references with futuristic motifs—this sense of playful nostalgia can appear in packaging, events, or even brand sound design. It signals creativity and opens endless storytelling angles.
When done well, branding can involve every sense, creating stronger emotional ties.
Sound identity
Short sonic logos, brand-specific jingles, or well-created soundscapes are increasingly important across streaming, voice assistants, and podcasts. These “auditory signifiers” help brands cut through the clutter.
Magic will matter
“Magic” moments—like Nike’s self-lacing shoes—delight consumers and build emotional connections. Look for more tactile or unexpected twists that create memorable brand interactions.
Time warping identity
“Historic mashups” blend retro references with futuristic motifs—this sense of playful nostalgia can appear in packaging, events, or even brand sound design. It signals creativity and opens endless storytelling angles.
10. Strategic collaborations and partnerships
Sometimes joining forces is more impactful than going it alone—if it aligns with your brand’s identity.
Corporate brand renaissance
Large organisations are revisiting their overarching corporate identities after years of focusing on sub-brands. A well-defined parent brand can unify different offerings and amplify credibility.
Exclusive access and cultural capital
Partnerships involving insider status are on the rise, such as limited sneaker drops or niche dining tie-ins. Flaunting exclusivity can become a creative form of brand theatre—when done with integrity.
Gen Alpha and real-world experiences
The oldest of Gen Alpha are now teenagers—savvy about mental health, inclusivity, and sustainability. Partnerships that create real-world connections (camps, gaming experiences, unique IRL meet-ups) will cultivate this next generation early.
Sometimes joining forces is more impactful than going it alone—if it aligns with your brand’s identity.
Corporate brand renaissance
Large organisations are revisiting their overarching corporate identities after years of focusing on sub-brands. A well-defined parent brand can unify different offerings and amplify credibility.
Exclusive access and cultural capital
Partnerships involving insider status are on the rise, such as limited sneaker drops or niche dining tie-ins. Flaunting exclusivity can become a creative form of brand theatre—when done with integrity.
Gen Alpha and real-world experiences
The oldest of Gen Alpha are now teenagers—savvy about mental health, inclusivity, and sustainability. Partnerships that create real-world connections (camps, gaming experiences, unique IRL meet-ups) will cultivate this next generation early.
Conclusion
Brands in 2025 will thrive on contrasts—mixing nostalgia with futuristic flair, pairing calm subtlety with daring statements, all anchored by sincerity. Regardless of your company’s size, your path to success is about stepping forward boldly while staying true to your roots. Look at AI, for example—it can personalise experiences but can easily veer into spy-craft if misused. And don’t just talk up social responsibility; own those commitments and show progress. People can sense hollow bravado a mile away.
Finally, go beyond surface-level interactions and foster communities that truly care about what you’re doing—whether it’s local pop-ups, digital forums, or collaborative projects. If you embrace these principles—purposeful boldness, careful AI, real honesty, and genuine engagement—you’ll stay relevant in a market craving both originality and a dash of magic. So be fearless, but stay real—that’s the sweet spot for 2025.
Brands in 2025 will thrive on contrasts—mixing nostalgia with futuristic flair, pairing calm subtlety with daring statements, all anchored by sincerity. Regardless of your company’s size, your path to success is about stepping forward boldly while staying true to your roots. Look at AI, for example—it can personalise experiences but can easily veer into spy-craft if misused. And don’t just talk up social responsibility; own those commitments and show progress. People can sense hollow bravado a mile away.
Finally, go beyond surface-level interactions and foster communities that truly care about what you’re doing—whether it’s local pop-ups, digital forums, or collaborative projects. If you embrace these principles—purposeful boldness, careful AI, real honesty, and genuine engagement—you’ll stay relevant in a market craving both originality and a dash of magic. So be fearless, but stay real—that’s the sweet spot for 2025.
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We’re remote-first — with strategic global hubs
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Click to copy
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