ATYPICAL

One Year, You’re In: Branding Trends for Next Year

Amanda Bowen
Some trends belong in the past (goodbye, cargo pants!) But sometimes a new trend is worth exploring. We’ve zeroed in on a few branding trends we think could be useful in the commercial real estate space in 2020. Check out what the experts are saying and consider if they’d be useful for you.

Some trends belong in the past (goodbye, cargo pants!) But sometimes a new trend is worth exploring. We’ve zeroed in on a few branding trends we think could be useful in the commercial real estate space in 2020. Check out what the experts are saying and consider if they’d be useful for you.

#1- Adaptable logos

Different variations on a logo help brands maintain a consistent look regardless of what platform the audience engages with their content. Think about it: the tiny Twitter profile photo specs isn’t going to fit your website logo. And most brands are running a dozen branding platforms, all with different layouts and sizes. Adaptable logos help customers recognize the brand even when it’s being used in different ways. 

#2- Nostalgia marketing

Keeping up with trends can be exhausting. There’s something to be said for the “good old’ days,” which is why nostalgia marketing is useful. A 2017 Nielsen study showed advertising aligned with emotions yields better results. Nostalgia marketing plays to our feelings by trying to capture how things used to be and associating those positive feelings. The big hit right now is 80s/early 90’s vibes. Just look at the revived 90s television shows: Fuller House, Care Bears, Beverly Hills 90210.

#3- Online communities

Social networks allow us to connect with like-minded individuals and clients on a deeper level. Turning these networks into a real community, with lots of back-and-forth and relationship building can actually increase your revenue. A MarTech study found 2 out of 3 brands with online communities experienced increased revenue thanks to their engagement.

Additionally, these communities help brands provide insights into the wants and needs of your customers. You know exactly what your audience is discussing without having to dive down the social listening rabbit hole. 

#4- Authenticity

We’ll keep preaching it over and over again: people choose to work with people and businesses they trust! Authenticity is one of the–if not the most–important things brands can do to make an impact on their reputation and retention. People want brands that are “real.” Think about the push back against heavily photo shopped ads.

So be honest about who you are in the content you share. Show people how you work behind the scenes. Talk about what matters to you. And follow through on those values in your day-to-day engagement.

#5- Sustainable brand initiatives

Today’s consumers are increasingly interested in sustainable business practices. There’s a real belief that companies small and large can change society. Think about the B-corp movement and green building. How many Teslas have you driven past this month compared to last year?

Finance Online says, “according to the Global Web Index 2018, 58% of Gen Zers, 61% of Millennials, 55% of Gen Xers, and 46% of Baby Boomer consumers will pay more for eco-friendly products.”

Some call the trend towards brands taking a position on sustainability-or any issue, really-“brandstanding.” This is when a brand takes a position on something that correlates with their authentic values. A classic example is REI’s #optoutside movement. 

#6- Micro-influencers

Littleis the new “in” thing when it comes to influencers. Using others to promote your brand works because people rely on the word of others when making purchasing decisions. What brands are finding is big-ticket influencer names don’t necessarily translate to results. 

What we talk to our clients about is using micro-influencers. Micro-influencers work because they have a loyal following that might actually be interested in your niche. Working with 3-5 micro-influencers instead of one big name can create more business. Plus it’s easier to track if those influencers are bringing a measurable return. 

#7- Tech-based brand strategy

Using technology can improve your brand engagement, development, and awareness. The right tools will assist with customer loyalty and retention. Anything you can automate, brand-wise, is a bonus for you. The latest technologies, like using voice assistants and starting a mobile app, can keep a brand relevant in the ever-changing landscape.

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