With 2017 just around the corner, it’s time for businesses to start planning for growth and development during the year ahead. When it comes to branding and marketing, keeping up with current trends is important. What will be the latest feature in web design? How can you increase your online and offline reach?
Branding encompasses everything you are as a business, from the logo to the types of events you attend and sponsor. While you shouldn’t actively change your business personality, there are certain elements you can add in to attract more customers. Take a look at what we think will be hot in 2017.
There’s no easier way to establish a brand voice than through your own blog. Almost all businesses now host a regularly updated blog on their website, which establishes authority on industry topics and builds trust with the reader or customer. In 2017 companies must try harder to get their content seen outside of their URL – such as on LinkedIn or a local community website.
A good brand strategy should reflect national or global attitudes, concerns and opinions. To understand their customers, businesses need to take into account all aspects of their life. For example, normal citizens in the UK are facing a year of uncertainty as the nation starts the formal process of leaving the EU, and the pound continues to drop. Economic troubles will have an impact on the cost of living, and the country could start to become even more divided as the Remain camp and Leave voters continue to disagree. These current issues should influence business branding.
A few years ago, you might have got away with a range of stock imagery featuring well-dressed businessmen or a delicious looking meal. Now, consumers have smartened up to this approach and simply won’t connect with unauthentic images. Everything about your website should represent the brand – how can a random image tell your story? Take time and effort to create bespoke imagery, and if you’re struggling then why not choose custom illustrations? Hire a creative team to ensure your entire website is authentic.
Video content is already huge, and the trend is set to continue. According to Hubspot, including a video on a landing page can increase conversion rates by up to 80% and Cisco claims that by 2018, at least 79% of all internet traffic will be video-related. If these figures don’t prove that video is the way to go, what will? Web users love watching videos, so businesses which ignore this trend will fall behind.
If you’re planning a brand overhaul for 2017, get in touch to see how we can help.