2023 Recession-Proof Branding Trends
Design is reactive to societal changes and, consequently, it continues to evolve. We like to get in on the ground floor of trends so our work continues to feel fresh and relevant. With this in mind, we are excited to announce three key predictions for branding design in 2023.
Liquid brands
Brands may need to adapt their strategies to appeal to the upcoming Generation Z (people born between 1990 and 2010) who are now entering adulthood and the workforce.
Gen Z consumers were raised during rapid global change. Major crises such as terrorism, COVID-19, and global warming have dominated their lives to date. And (not forgetting) many members will not remember a world before social media.
They strive for positive change and, as the world’s first digital natives, they use social media as a platform for good. Generation Z wants digital intimacy and this is created through an online sense of community, advocacy, and authenticity. They even use social media as their news source and (according to Forbes) they are strongly influenced by people they look up to (2022). In fact, so much so that Gen Z look at posts that get the most likes and adapt their personality to match.
Brands need a liquid culture to fit Gen Z’s evolving attitudes and behaviour. You can do this by thinking of your brand as a media company. For example, Lego has created magazines, members’ clubs and animated films to surround their toys. This cultivates a community, increases contact time with loyal audiences, and propagates engaging content that will work around the clock for the brand. Furthermore, a community fosters a so-called “herd mentality” and this makes it easier to sell products to Gen Z members.
We predict this trend will be big in 2023 although it is no new concept. The culturally iconic MTV logo has been making different references to our changing society since 1981. It acts as a dynamic container of artistic expression… a moment in time… it is always new.
A dynamic visual identity and diverse portfolio of touch-points will ensure your brand keeps up with the times.
Buttercrumble designed a series of dynamic logos for The Mercer Gallery and The Harrogate Open which can be adapted to the season and featured artist.
Ethical print
Tangible print holds a valued permanence. The ability to touch (and even smell) a piece of design can be more appealing and memorable than a fleeting experience of digital design. Many creatives, including Ellie Hawker, revel in the sensory opportunities that print provides brands (2021). Foiling, textures, and glow-in-the-dark ink are all to be embraced.
Paper is shaking off its wasteful, forest-damaging image in favour of a refreshed look. G . F Smith, an established paper merchant, explains how the paper industry is one of the “largest users of renewable energy” (2022). They manufacture paper made using wind power to create carbon-neutral products.
Furthermore, as mentioned earlier, print has permanence. G . F Smith is leveraging this strength by extending the life cycle of their paper for as long as possible; they are improving the recycling process through new initiatives (2022).
Sustainable design experts, Chick and Micklethwaite, believe design thinking can address current societal challenges such as global warming. It’s our role – as designers – to drive positive climate change (2011). Brands can apply this attitude to innovate, reduce waste and effort, and reuse resources.
You can reduce paper waste, when sending direct mail, by using an envelope with dual functionality. Design a fold-out message instead of sending a note or brochure within an envelope. We’ve witnessed this ourselves with many of the supermarket brands including Tesco. Only one piece of paper is needed.
Audiences are yearning for a physical connection and brands can grant this in a heartfelt and sustainable way. Even better… Weave the sustainability credentials of your print collateral in your messaging and show you care. Business cards powered by wind, anyone? Take advantage of the power of print in 2023.
Credit: Fraser Cassidy for Tesco
Co-created content
We are all feeling the pinch and – now – brands are tightening their purse strings. However, smaller budgets bring new opportunities for businesses to improve and innovate. Brand strategies must be purposeful and businesses will need to be resourceful.
There is an argument amongst marketers that, as the world of social media expands, you must invest in paid advertising to stay seen. It’s a competitive place and channels will understandably prioritise the visibility of their big spenders. However, if paid advertising is not viable for your business, there are more affordable options.
Social media can empower anyone and everyone to become a media producer. This means brands can work more closely with their audiences to create meaningful and empathetic content. Social listening should inform your strategies and, in some cases, you may even mirror your customers’ communication style to build rapport.
Brands must also consider their tone of voice whenever they engage with audiences through comments or captions. With a few clever guidelines, you can draft your copy for free, and build a sense of community.
Be patient and follow a regimented content marketing plan. This is the strategic scheduling and creation of videos or photos to visualise your brand experience. You can enlist your audience to help co-create content for your brand. For instance, a hairdresser can share inspiring footage of their client’s new colour treatment to express the creative ethos of their business. Audiences love this personal insight and will feel a positive connection with the brand.
Future-proof your brand and minimise risk with our strategies. If you want to be an innovator and explore new approaches for your own brand. Please reach out to us.
References
Chick, A. and Micklethwaite, P., 2011. Design for sustainable change: how design and designers can drive the sustainability agenda (Vol. 38). AVA publishing.
Forbes. 2022. As Gen Z’s Buying Power Grows, Businesses Must Adapt Their Marketing. [Online]. [Accessed December 2022]. Available from: https://www.forbes.com/sites/jefffromm/2022/07/20/as-gen-zs-buying-power-grows-businesses-must-adapt-their-marketing/?sh=3dcc13372533
G . F Smith. 2022. Paper & The Environment. [Online]. [Accessed December 2022]. Available from: https://www.gfsmith.com/paper-the-environment
Hawker, E., 2021. Does tangible design and print hold value in the contemporary digital age?. Fields: Journal of Huddersfield Student Research, 7(1), pp.1-13.
