ATYPICAL

How Your Branding Strategy for 2020 Needs to Change

Amanda Bowen
What’s the old saying, “out with the old, in with the new?” A smart, strategic evolution of your brand is essential to keeping the message fresh and resonating with your target audience. So what’s “in” for branding strategy next year?

What’s the old saying, “out with the old, in with the new?” A smart, strategic evolution of your brand is essential to keeping the message fresh and resonating with your target audience. So what’s “in” for branding strategy next year?

#1- Authenticity

All brands need to stay true to their values, but next year is a great time to really double down on authentically connecting the dots between what you stand for and your community.

Authenticity is a key differentiator that leads to a purchasing decision for 86 percent of consumers.

A recent experience comes to mind. A new HVAC company came to service our system. From the get-go, everything from over the phone with their exclusive savings club to the service professional presenting a list of things “recommended” for our system, felt like they were trying to squeeze as much profit from us as possible rather than get to know us and our needs. The upselling left a sour taste, and it didn’t feel aligned with the brand they marketed.

The new year is a great time to kick off an initiative to build real, personal relationships with consumers. When we talk to our clients, we talk about the message they want to send and how to authentically communicate this message in a way that leads to sales. Authenticity starts online with the content we publish and continues to our real-world communications.

#2- Mobile-first

Despite how many people engage with the online world on their mobile devices first, the general trend still designs for desktop first. 

Change your viewpoint. Think of your brand as mobile-first. 

Consider how your brand will feel, look, and engage with the mobile experience. Are your branding assets optimized for a palm-sized world? 

For 2020, look at creating branding assets for specific platforms. Adaptive logos are a great example, but don’t stop there. Think about how your written content looks on a mobile device. What about images? Videos? Do your downloadables work easily on mobile devices?

The first engagement someone has with your brand is likely to be in the palm of their hand. Make it a great first experience.

#3- Humanizing content

For years, we’ve pushed SEO strategies, but the emphasis on keywords and specific phrases sometimes came at the expense of sounding like a robot.

Google’s Hummingbird update was about encouraging more conversational, long-tailsemantic phrases. But even though this update was in 2013, we still see keyword stuffing in digital content. 

Voice search is going to change that. It is changing it. 

In 2020, voice search’s influence is expected to grow, and we’ve got to adapt our branding strategy to match that. People aren’t searching as much for “top commercial real estate brokerage” as they are asking Alexa, “what are the top commercial real estate brokerages in my area?”

So the new updates to search engine results are more human-like. They’re taking into search intent as much as the words. We can only expect computers to get better at delivering the right results as natural language processing continues improving by leaps and bounds. 

Now is a great time to look at your branding strategy and think about how to adapt to the next decade. We’re helping our clients take a deep dive into their market positioning and making recommendations based on where trends are going to for next year. Are you ready for 2020? 

 

 

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