Branding Trends, Innovations & Industry Insights 2024
6 Branding Industry Trends & Innovations in 2024
If you're looking to refresh, launch or design a brand in 2024, you're going to need a few insights into current industry trends. Here are 6 to keep in mind this year.
1: AI-generated imagery
AI-generated brand imagery is becoming more and more popular with brands, particularly with a rising number of free tools popping up across the internet.
However, does a sea of free AI tools pave the way towards an ocean of badly-generated branding? What core design concepts need to remain to make the most of this trend and get it right? What happens to your brand perception when you get it wrong?
Well, one study by Getty Images concluded that people do not like being made to feel as if they have been “fooled or lied to” when it comes to AI-generated imagery, with 87% of survey respondents considering it important for an image to be authentic.
But that doesn't mean to ignore this trend completely. Successful brand innovation will consider these questions and use AI-generated imagery in a strategic way to support and streamline the professional design process, not replace it.
Harvard Business School puts it well when they state that "AI does not undermine the basic principles of design thinking, but it does profoundly change the practice of design."
Keep this in mind before rushing your rebrand through an online image generator. Evaluate the right types of AI tools to invest in, and the level of expertise required to use them effectively.
Don’t make the same mistake these guys did…
Source: Terrible AI Ad, Reddit
2: Hyper-personalised experiences
Alongside AI, but stretching far further than just your brand imagery, hyper-personalised experiences are a swiftly rising trend for many brands in 2024.
People want customised sales experiences. It's that simple. In fact, when sharing personal data with businesses, 74% of people expect personalised experiences. So how are brands doing that?
Research by Deloitte highlights hyper-personalization as the most advanced method for brands to customise their marketing to individual customers. This approach enables companies to deliver highly contextualised messages to targeted customers at the optimal moment, location, and through the most effective channel.
But how is it done?
Hyper-personalization works by crafting tailored and targeted experiences for users. It uses a combination of data, analytics, artificial intelligence (AI), and automation to gather deep insights into customer behaviour, preferences, and needs, enabling them to deliver highly relevant content and offers to their target audience.
Deloitte's research goes on to provide a few ways hyper-personalised marketing strategies can support your brand, including:
- Maximising revenue
- Reducing cost
- Elevating customer experience
By leveraging these tools, companies can create seamless, personalized interactions that resonate with each customer on an individual level. It's a win-win for everybody!
Source: Deloitte
3: Immersive storytelling
Hand-in-hand with hyper-personalization comes immersive brand storytelling. It’s all well and good having complex tech systems in place to ensure custom journeys for users, but without emotive, immersive storytelling underneath it all, there’s nothing for your audience to truly connect with.
Brand innovations are great. But let's make sure there's substance to it, too. Branding trends in 2024 show more of a focus on brand values, showcasing stories that build emotional connections with their potential customers, rather than simply aiming to convert them into sales.
Believe it or not, it works!
One literary and anthropological experiment enlisted 100 creative writers to craft stories about items worth $129, which were then sold on eBay to determine whether these stories increased the objects' value.
The results were striking: the experiment yielded a net profit of $3.6 million, a 2700% increase in final markup.
Human brains are naturally wired to respond to storytelling. Remember that when it comes to marketing your brand.
Powerful brand storytelling for Newcore Capital Management
4: Minimalist brand identity
In terms of brand identity and design, less really is sometimes more.
Research by HotJar highlights how 92% of people said cluttered layouts would make them switch to a competitor. On top of this, 84.6% of web designers agree that having a cluttered website design is the biggest mistake a brand can make.
We’re hot on this trend at Huddle, and have been for a while. We know that the core of any great brand can be communicated without all the clutter.
All you need is a clear vision of what your brand stands for, and brand identity professionals like us can work their magic on the rest.
Aspen — minimalist brand identity example
5: Shape psychology
Designers have been considering the psychology of shapes for many years, but could it be a hidden gem for brands to hone in on in 2024? We think so, and there are a number of designers, writers and brand professionals that seem to agree.
From graphic designers at Canva to interior design specialists, everyone is talking about how shapes impact a viewer's perception. And that applies to brands too.
Research shows that “compared to low-power consumers, high-power consumers respond more positively to angular as opposed to rounded shapes, because the angular shape facilitates the expression of competence as opposed to warmth.”
Some more common shape psychology meanings that designers may use include:
- Squares and rectangles: Squared shapes can convey a sense of structure, order, organisation, and therefore trust within the viewer.
- Circles and rounded shapes: Circles can symbolise unity and wholeness, evoking a sense of warmth, harmony, and continuity in the viewer.
- Triangles: Triangles are dynamic shapes that can be associated with motion, energy and direction, contrasting sharp angles and straight lines to present bold, imaginative and innovative values.
- Natural shapes: Trees, flowers and other natural shapes can communicate organic, sustainable and ethical values, as well as evoke feelings of safety and a sense of “home”.
6: Creative brand loyalty campaigns
People are willing to go the extra mile for brands they love, but in the modern digital world, they expect rewards in return.
As of 2022, around 60% of shoppers seek discounts when joining a loyalty programme. Additionally, some consumers now anticipate earning points and rewards with brands, as the same research shows that about 33% desire exclusive or early access to products.
This has to be considered when designing and marketing your brand. With storytelling a crucial element of building brand loyalty, it can go hand in hand with a creative brand loyalty campaign.
Consider how your brand touchpoints communicate any loyalty rewards and reflect ongoing positive customer experiences. This will help you build credibility at every stage of the pipeline and inspire potential customers to consider the value they could receive from your brand.
How To Build Customer Loyalty, HubSpot
Your Top Brand Insights For 2024
- AI-Generated Imagery: Utilise AI tools to enhance branding while maintaining authenticity and core design principles. Ensure strategic and careful use to avoid undermining brand perception.
- Hyper-Personalized Experiences: Tailor customer interactions with data-driven, contextualised messages to improve relevance and engagement.
- Immersive Storytelling: Build emotional connections through compelling narratives that resonate with your audience, boosting brand value and impact.
- Minimalist Brand Identity: Embrace simplicity in design to avoid clutter and enhance brand clarity and trustworthiness.
- Shape Psychology: Apply the psychology of shapes to your brand strategy to influence viewer perception and convey desired brand attributes.
- Creative Brand Loyalty Campaigns: Offer (and communicate!) enticing rewards and exclusive access to build and maintain customer loyalty effectively.
Closing Thoughts
Whether you're an established brand looking for a little 2024 refresh, or a brand just getting started, aligning with these 2024 trends can significantly enhance your brand's impact and appeal — and the Huddle team is here to help.
Let’s connect and start transforming your brand today!
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