Welcome to the future of branding.
Branding is no longer just about selling, it’s about resonating.
Recently, CEO Magazine introduced a critical conversation and published “Words of Wisdom from the World’s Greatest Branding Experts,” with quotes from 20 remarkable entrepreneurs and thought leaders, including Gary Vaynerchuk, Warren Buffet, Richard Branson, Jeff Bezos, and Elon Musk. And heading up that list? Yours truly.
As I look at the future of branding and where things are headed, I wanted to add another critical layer to this conversation.
The Future of Branding: It’s Not What Got Us Here
This article distills wisdom from five successful entrepreneurs: Daymond John, Seth Godin, Grant Cardone, Sahil Bloom, and Gary Vaynerchuk, each unraveling this revolution and charting a course for the uncharted future of branding.
You must first know that branding’s future isn’t just about being seen. It’s about being felt.
The 6 Milestones Defining the Future of Branding
Branding isn’t just visual: As Grant Cardone, real estate mogul and founder of the 10X movement, states, “Branding is the ultimate form of mental creation.”
Echoing this, it’s estimated that around 86% of consumers are willing to pay more for a better customer experience (Source: PWC).
Brands like Zappos and Warby Parker underline Cardone’s perspective, extending their branding far beyond visual aesthetics.
The rise of “Brand Communities”: Sahil Bloom, the Stanford-educated investor and content writer, states, “Every interaction is a chance to tell your brand’s story. Make it count.”
And Sahil walks the walk creating a community of 400,000 like-minded entrepreneurs and creators who subscribe to his newsletter, The Curiosity Chronicle.
This “brand community” fact aligns with the fact that 77% of brand conversations on social media are about people seeking advice, information, or help – not just making a purchase (Source: SproutSocial).
Brands today must understand this dynamic, just as pioneers like Glossier and Peloton have.
Voice and tone matter: Daymond John says, “Your brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”
When you consider that 61% of consumers prefer buying from brands with similar values (Source: Forbes), brands like Mailchimp and Casper are real-life examples of Daymond’s theory, infusing personality into every touchpoint.
The direct-to-consumer disruption: Gary Vaynerchuk believes that “The best marketing strategy ever: CARE.”
DTC brands like Dollar Shave Club and Everlane personify Vaynerchuk’s philosophy, bypassing traditional retail channels to build deeper consumer relationships.
As of 2022, the DTC market was valued at $115.6 billion and is expected to grow 19.2% annually from 2023 to 2028 (Source: Grand View Research).
Personalization is the new norm: Seth Godin has said, “People do not buy goods and services. They buy relations, stories, and magic.”
Reflecting this wisdom, brands like Apple, Caldera Labs, and Athletic Greens lead the way with highly personalized offerings.
By 2025, the top 15% of leading companies in personalization will outsell those not personalizing by 20% (Source: Gartner).
From transactional to relational: “How you make customers feel is just as important as what you sell them,” according to Daymond John.
In a world where 80% of consumers are likelier to buy from a brand that provides personalized experiences (Source: Epsilon), brands like Trader Joe’s and Amazon Prime embody Daymond’s sentiment by cultivating long-term customer relationships.
Brands That Lead with People Win
The future of branding is exciting, disruptive, and, above all, profoundly human-centric.
The boundaries of transactional business models are crumbling, giving way to a frontier where relationships, stories, and customer experiences reign supreme.
Transactions are not the end of the relationship but the beginning.
Brands that truly understand this will be those that don’t merely sell but resonate — creating customers, advocates, and ambassadors. And friends.
As we venture into this uncharted territory, remember: the brand is not just the product, the logo, or the tagline.
The brand is how we make people feel.
If you’re ready to embark on this journey, need a guide, or want to discuss these ideas further, please contact me.
Let’s shape the future of branding together.
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