A brand refresh is more than just a cosmetic update. It’s an opportunity to realign your visual identity with the latest consumer trends and technological capabilities. While trends shouldn’t dictate a content creator’s entire rebranding strategy, they can serve as valuable inspiration points that help position a brand at the forefront of any industry.
Whether it’s humanizing content to boost a brand’s visibility or crafting compelling videos to outline past and future goals, there are insightful ideas to support digital marketers working on a rebrand. Here are a few of the most important trends to inspire your project.
Video Storytelling
Research by Wistia found that 46% of companies are using their own in-house video makers and in-house teams, which suggests that an increasing number of businesses are seeing the value of investing in video content. The versatility of video content enables brands to meet a variety of their marketing objectives. Incorporating video into a rebrand enhances storytelling, fosters emotional connections, and amplifies the impact of a brand’s transformation.
According to content creators at MPB, attention-grabbing and impactful videos with the correct film shot are an essential part of any marketing campaign. This is the case whether you’re making short-form videos to tell your brand’s backstory, crafting concise messages that communicate a vision, or long-form guides that offer more in-depth information.
Weaving video into every touchpoint—whether through animated assets, customer spotlights, or interactive campaigns—helps content creators to communicate a brand’s identity, build trust, and deliver a dynamic, memorable rebranding experience. They are also an opportunity to announce future plans. For instance, Jaguar’s latest campaign showcased a rebrand and the different direction the business is taking.
Authenticity in a Brand Voice
Consumers increasingly value authenticity over rigid perfection, looking for brands that feel real, relatable, and genuinely in tune with their needs and aspirations. In response, rebrands need to move away from overly polished, corporate aesthetics and instead embrace more human and conversational approaches to visual communication. This shift reflects a deeper understanding of the emotional connections that drive consumer loyalty and engagement.
To achieve this, digital marketeers need to incorporate design elements into corporate identities that evoke warmth, personality, and approachability into their rebrand. This might include organic shapes, imperfect yet charming hand-drawn illustrations, casual fonts, and colour palettes that feel natural and inviting. These design choices help create an emotional resonance, ensuring that the audience sees the brand as approachable and aligned with their values. For instance, light-hearted yet informative micro-interactions can foster a sense of connection and leave a lasting impression.
Personalization and Adaptive Branding
Research by Deloitte shows that hyper-personalization is one of the most effective methods for engaging with audiences and deepening relationships with existing customers. People don’t just want personal experiences when shopping, they expect them.
Therefore, hyper-personalization in marketing enables businesses to provide contextualised messages that target the right customers at the right time, and through the most effective channels. This approach also requires content creators and video makers to use data-driven insights to tailor interactions, products and services to their audience’s preferences, but it can also inform your brand’s marketing too.
Inclusive Visual Language
Branding demands authentic representation that goes beyond superficial diversity. Successful refreshes embrace inclusive visual language that genuinely reflects and respects diverse audiences. This extends beyond photography and illustrations to encompass the likes of accessible color schemes, contrast ratios, and universal design principles.
Digital marketers are learning that inclusive design isn’t just about representation—it’s about creating visual systems that work for everyone. This approach requires thoughtful consideration of how brand elements appear to different audiences. Inclusive branding is about crafting experiences that are accessible regardless of abilities, cultural backgrounds, or personal circumstances.
Sonic Branding
Audio marketing is making waves across a host of industries, and the trend toward integrating sound into brand identity is only growing stronger. This aligns with broader and current website design trends that prioritise immersive, multisensory experiences.
Meanwhile, sonic branding, as it’s been termed, is the intentional and strategic use of sound to create a distinctive brand identity. By leveraging audio alongside your visual branding, you can evoke emotions, spark memories, and foster a deeper emotional connection with your audience.
Sustainability in Design
Sustainability has evolved from a mere marketing buzzword to a driving force behind the core decisions made by companies in their branding and creative processes. Environmental consciousness is no longer limited to sustainability messages tucked into advertising campaigns—it should directly influence every aspect of the design process.
Incorporating sustainable design principles into brand guidelines has become essential for businesses looking to authentically align with their values. This can be reflected in everything from color palettes to imagery choices, which should be carefully selected to evoke a sense of environmental responsibility.
While trends provide valuable inspiration, for a truly successful rebrand that merges contemporary ideas, emotive ideas and timeless appeal. The key for content creators and video makers is to select and adapt trends that align with your brand’s core values and objectives, but are personalized to capture an audience’s interest.
Future-proofing your rebrand means building flexibility to create a distinctive corporate identity that resonates with an audience and positions the business for long-term success.
