Top Brand Trends of 2025

Avery, a brand manager for a large company, sat down and reflected on the past year. Her team just completed a 2-year marketing campaign and the business is growing with core customers. But as 2025 begins, she wonders what’s next. She remembered a few troubling data points from their last campaign that weren’t quite hitting the mark with younger consumers. She pulls some data and starts to investigate. Then a meeting pops up on her calendar with her boss asking for more analysis of the campaign’s performance and ideas for the year ahead.

Do you find yourself in Avery’s shoes kicking off 2025 wondering what’s next? With our ears constantly to the ground, Conversate Labs always stays curious! We are announcing our branding trends for 2025. We know AI is here to stay, but there’s so much more on the horizon for marketers this year. Our top trends in 2025 start with the three A’s of Branding: Action, Accessibility, and Authenticity.

Action Beyond Purpose

It’s no secret the next generation of consumers want to buy from and work for a company with a strong purpose. Already there? We are too! Whether you are trying to find your company’s purpose or refresh an old purpose statement, there is still work to be done. There’s a difference between whether a company has a purpose statement and whether they live by it every day. Several years ago, companies caught on and launched new work surrounding their corporate mission statements, purpose, and values. But today, consumers and employees are left asking “Is that all?” According to Gallup, less than 30% of employees strongly agree their company’s mission or purpose makes them feel their job is important. To evoke purpose and passion, it’s the small and big actions that make a difference. Try this in 2025:

- Invest in employee development.

- Communicate about sustainable priorities and practices.

- Find opportunities to volunteer and donate to local and global causes your audiences care about most.

- Set-up time for ongoing deep listening with employees and customers.

Accessibility Builds Trust

As the rise in technology has given us the ability to work and live remotely anywhere in the world, it has also created more opportunities for global connections. Companies that embrace autonomous and accessible ways of work will increase productivity, engagement, and retention in the long term; thus building trust. The way you welcome employees into the culture is reflected in your external brand. Each workplace, experience, home office, digital interaction, or branded event must be thoughtful, personalized, and focused on your mission and purpose. When people feel connected, they are empowered to make decisions to support your brand. This connection is unstoppable. Brands and leaders today need to proactively be accessible to their customers and employees, and measure changes in that trusted relationship over time. Try these ways to build trust:

- Focus on inclusive cultures and flexible environments.

- Approach work with an autonomous mindset.

- Value each employee and customer interaction like a relationship. Communicate more and often.

Authenticity in Storytelling

With more influencers than ever before, brands are looking for authentic ways to connect with their target audiences online. But, does it come across authentically? The average engagement rate for an influencer strategy is 4.2%, which is higher than paid media or advertising. Choosing the right collaboration that seamlessly fits into your brand strategy and content flow is the key to successful reach. Don’t forget to find ways to connect where, when, and what your audiences want to hear about, otherwise your content is lost or easily scrollable. Try this:

- Listen to audiences regularly through primary research and clearly state how you solve their problems in new campaigns.

- Tell unique parts of your story from the foundation of your brand values.

- Find micro-influencers with quality audiences vs. mass marketing.

Beyond digital, consumers and employees are looking for meaningful ways to connect in person. Give them a reason beyond a free lunch. Two-way conversations, personalized experiences, and volunteer efforts are top of the list. Don’t underestimate the power of personal connections that often create lasting brand loyalty.

To discuss how to implement the three A’s of branding into your 2025 strategy, start a conversation with Conversate Labs.

OUR MISSION

Conversate Labs empowers brands and leaders to connect with the next generation through audience-driven insights and powerful storytelling. We believe your words and actions matter most! Schedule a listening session today.