Branding in Different Sectors: Trends & Stats
As we’ve said before, branding is not a one-size-fits-all approach. Each sector has its unique challenges and consumer expectations that shape effective branding strategies. From the service industry’s focus on trust and customer-centricity to the automotive sector’s emphasis on innovation and performance, understanding these nuances is crucial for businesses aiming to resonate with their target audiences.
This article explores the key branding trends and statistics across various industries in 2024, providing insights into how brands can thrive by aligning with sector-specific values and consumer demands.
Branding in Different Sectors: What's the Difference?
For each industry, branding trends are shaped by the specific demands of their market environment, competitive landscape, and how customers perceive value.
For example, industries with highly tangible products may focus on branding values like product innovation, design, or performance, while sectors offering intangible services emphasise relationship-building, trust, and reliability. Customer expectations also play a significant role, as consumers may look for emotional connection and prestige in luxury goods, while prioritising safety, professionalism, and care in sectors like healthcare.
The nature of offerings further differentiates branding strategies between different sectors. Industries with frequent technological advancements may prioritise innovation and forward-thinking solutions, while others, like construction, might focus on durability and trustworthiness due to long-term project commitments.
Additionally, regulatory environments, industry norms, and societal trends can influence branding—requiring businesses to align their brand image with changing customer preferences, sustainability expectations, or evolving ethical standards.
In essence, branding trends adapt to the unique dynamics of each industry, ensuring that businesses effectively resonate with their target markets and foster repeat business.
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Key Branding Industry Trends & Stats in Different Sectors
So, we know that branding changes industry by industry. Let’s take a closer look at a few specific sectors and their branding trends in 2024.
1: Service industry branding
As of June 2024, the service industry accounted for 81% of the UK's economic output and 83% of employment. That's a huge portion of UK businesses. But how are these businesses branding themselves to their target audience for success?
While we know that 62% of consumers say their purchasing consideration is driven by a company’s ethical values and authenticity, our research shows a number of brand values that service-based businesses in particular are focused on embodying in 2024, including:
- Trustworthiness: Trust is fundamental in service-based industries, where clients often make purchasing decisions based on reputation and recommendations and 64% of customers are willing to pay a little more with companies they trust.
- Customer-centricity: Tailoring services to meet clients' needs and providing exceptional customer support shows that the business values relationships and prioritises customer satisfaction, especially as 82% say they are more likely to trust an organisation that gives them better service.
- Expertise and competence: A brand that conveys knowledge and competence will reassure customers that they are in capable hands, building confidence in the services offered.
While business process trends such as automation and customer personalization have taken the services industry by storm over the last few years, it's clear that these processes can't be successful without the consistency of well-communicated brand values throughout that entire customer experience.
Examples
Take global services provider Deloitte as an example, whose brand strategy statement highlights how thousands of new products and services are being released into the market every day. They state that "as the market becomes crowded with similar products and services, a company’s brand becomes the most important asset enabling it to differentiate itself and increase customer demand."
Referring to themselves as 'the global leader in professional services', Deloitte's brand tactics include a focus on investing in future growth and development by authentically expressing their brand personality, which they note as confident, clear, and human.
Why does this approach work for services business success? Because service-based businesses, unlike product-based companies, rely heavily on relationships and trust to maintain long-term customer loyalty. As such, Deloitte’s approach works because it focuses on building strong emotional connections with clients, fostering trust through transparency and innovation, and consistently delivering on its brand promise.
These values are also the anchor for Deloitte's brand identity elements, which were tailored to provide a consistent brand experience and articulation of the brand across all print, digital and mobile marketing materials, anywhere in the world.
Source: Deloitte, ‘What we believe in’
2: Automobile industry branding
In the UK, the automotive industry employs over 780,000 people, including more than 182,000 in manufacturing. More than 25 manufacturers build in excess of 70 models of vehicle in the UK supported by 2,500 component providers and some of the world’s most skilled engineers.
Businesses in the automotive industry often emphasise brand values of:
- Innovation: Automotive brands highlight cutting-edge technology, from electric vehicles to autonomous driving features, to stay ahead in a competitive, tech-driven market.
- Luxury: Many automakers associate their brand with high-end materials, craftsmanship, and exclusivity to appeal to consumers seeking status and sophistication.
- Performance: Speed, handling, and power are emphasised to cater to customers who value a thrilling and dynamic driving experience, often tied to sport and precision engineering.
Brand values like these help automotive companies differentiate themselves in a crowded market, allowing them to target specific customer segments with their brand positioning—whether it's tech-savvy drivers, luxury seekers, or performance enthusiasts— all while building a strong emotional connection and fostering strong brand recognition amongst their target audience.
Examples
Let's look at Tesla, global automotive innovator and powerhouse of modern-day tech. Brands like Tesla focus on highlighting their technological advancements, sustainability, and status through their brand approach, appealing to consumers' desire for cutting-edge technology and lifestyle aspirations.
Tesla represents these values by using brand elements such as a gender-neutral colour palette, modern font and photography-heavy content that showcases sleek designs, innovative features, and environmental benefits, reinforcing Tesla’s identity as a leader in both technology and sustainability.
This minimalistic, futuristic branding approach mirrors the company’s focus on forward-thinking solutions and aligns with its mission to revolutionise transportation through electric vehicles. Tesla's branding strategy effectively positions the company as more than just a car manufacturer—it is seen as a tech-driven, eco-conscious, luxury lifestyle brand.
This holistic approach enables Tesla to attract not only environmentally conscious consumers but also those seeking high-performance and luxurious, cutting-edge products, further solidifying its dominance in the automotive market.
Source: Tesla Gallery
3: Construction industry branding
Output of brands in the construction industry is estimated to have grown by 1.2% in the three months leading up to July 2024. This rise in output came from a 1.6% increase in new work and a 0.8% increase in repair and maintenance. But how are companies branding themselves for success in this sector?
Branding in this sector aims to project trust and expertise in large-scale, high-investment projects, and often focuses on highlighting the following values:
- Reliability: Construction brands highlight their ability to meet deadlines, stay within budget, and deliver consistent results to build trust with clients and partners.
- Safety and compliance: Highlighting strict adherence to safety regulations and industry standards reassures clients that projects will be completed responsibly and without risk.
- Quality craftsmanship: Brands focus on showcasing superior materials and skilled workmanship to convey durability, precision, and long-term value in their finished projects.
By focusing on these core values, construction companies can differentiate themselves in a competitive market and attract the right clients who also prioritise reliability, safety, and quality.
Examples
Looking at construction brand mogul Balfour Beatty, we see a commitment to reliability by showcasing successful, large-scale infrastructure projects that are delivered on time and within budget, earning trust through a consistent track record of performance.
Their focus on safety and compliance is demonstrated through their dedication to health and safety initiatives, ensuring that their workforce and the public are protected, and that all operations adhere to strict industry regulations.
Balfour Beatty also underscores quality craftsmanship by leveraging its reputation for excellence in engineering and construction, emphasising its use of cutting-edge technology and skilled labour to create durable and efficient infrastructure.
This strong brand identity is reinforced through their digital presence, including social media platforms and corporate brand storytelling, which helps to attract new customers and maintain strong relationships with stakeholders by showcasing their projects and values in a transparent and engaging manner.
This approach works particularly well for Balfour Beatty because it aligns with the expectations of their target audience—clients and stakeholders who prioritise trust, accountability, and long-term value in high-investment projects.
Source: Balfour Beatty, ‘Our Story’
4: Healthcare industry branding
In the UK, there is a rising demand for health services due to an ageing population with increasingly complex healthcare needs. On top of this, workforce supply challenges are expected to continue as demand rises and for the past decade, workforce growth has not kept up with the increasing demands on the NHS.
With so many challenges in this sector, particularly off the back of the Covid-19 pandemic, it’s crucial that health brands can nail their branding if they are going to survive.
In the healthcare sector, trust and transparency are paramount, with brands focusing on their commitment to ethical care, innovation in medical treatments, and improving patient outcomes.
Common brand values in this industry include:
- Compassion: It's crucial for healthcare brands to emphasise empathy and understanding through their brand voice in order to reassure patients that their needs and concerns are treated with genuine care and kindness.
- Professionalism: A strong focus on expertise, training, and ethical standards reinforces the brand’s commitment to delivering high-quality, dependable healthcare services.
- Patient wellbeing: Highlighting a patient-centred approach demonstrates the brand's dedication to improving health outcomes and enhancing the overall quality of life for those they serve.
In such a sensitive sector, responsible for the lives and wellbeing of individuals, healthcare branding must reflect the highest standards of trust and integrity to reassure patients and stakeholders alike that they are the right option for them.
Examples
Turning our attention to healthcare giant Bupa, we see a clear commitment to compassion through their 2022 brand campaign, which hones in on the emotional and human aspects of healthcare. Bupa’s brand messaging reassures patients by showcasing their dedication to understanding individual needs and offering personalised care, ensuring that empathy is at the heart of all their services.
Their focus on professionalism is evident in the way they highlight their clinical expertise, robust training programs, and adherence to high ethical standards, reinforcing trust and dependability.
Bupa also places significant emphasis on patient wellbeing, promoting a holistic, patient-centred approach to healthcare that prioritises prevention, mental health support, and long-term wellness, demonstrating their commitment to improving both immediate and future health outcomes. This brand consistency strengthens brand loyalty by connecting with patients on an emotional level while maintaining high professional standards.
Bupa’s ability to align their brand campaign with their core values not only helps retain existing customers but also creates brand advocates—individuals who actively promote the brand due to their positive experiences.
Source: Bupa Brand Campaign, 2022
Closing Thoughts
In a world where consumers are increasingly discerning, the importance of tailored branding strategies cannot be overstated. As we’ve seen across various sectors—from healthcare to construction—brands that prioritise trust, innovation, and customer engagement are more likely to succeed.
As we move forward, embracing these branding trends will be essential for companies looking to thrive in their respective industries.
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