While many brands have been prioritising global issues, there has also been a huge influx of shamelessly high-output brands like Shein and Temu flogging low-cost, low-quality items that will end up in landfills. Although the rise of these brands has likely been fuelled in part by the global economic situation, there are still many consumers who still value real values.

Gen-Z and millennials in particular are passionate about brand authenticity. As such a large part of the global buying market, it’s important to factor this into your branding strategy. Saying the right things isn’t enough; modern brands need to follow through with claims of quality, integrity and sustainability.

While baby boomers aren’t keen to pay more for products and services that are environmentally friendly or support a living wage, Gen-Z are. This is particularly interesting, as baby boomers are the UK’s wealthiest demographic, holding more than 50% of the nation’s wealth, leaving millennials with just 2%. And yet it’s these younger, less-well-off generations that are embracing authenticity, even with limited means.

By investing in greener and more socially responsible practices throughout your business practices, you can expect to sell more items while also creating deep and meaningful brand loyalty that could sustain your business for decades.

Interactivity and personalisation

Although the internet brings us all together on a scale that transcends both distance and time, the trivial interactions of the modern world can somehow feel quite lonely. The constant inundation of ads makes consumerism feel like a one-way relationship, which isn’t particularly satisfying for customers.

Customers are crying out for meaningful interactions, and brands that can provide them can pick up on easy wins that quickly translate into brand loyalty. From engaging with your audience on social media to developing large-scale interactive experiences through augmented reality, your branding efforts for 2024 need to focus on emotional connections and acknowledging mutual value.

Personalised branding allows brands to make deeper connections with their customers by delivering a service tailored to their needs and preferences. Consider brands like Netflix and Spotify, which use complex algorithms to learn more about what their users want, and to deliver more of it. These same processes can be expanded into a variety of different business models, including everything from online retail to live events. Instead of simply trying to sell something to someone, this approach favours quality over quantity. It shows that you’re thinking about the customer as an actual human person, and makes it easier to turn one-off transactions into lifelong brand loyalty.

Artificial intelligence

Artificial intelligence has been hitting headlines for both positive and negative reasons for years, offering a future that is equal parts exciting and terrifying. While AI certainly still has its problems and limitations, there’s no denying that the technology has come a long way in a short period of time, and will continue to do so.

As well as freeing up time for human staff to focus on more complex tasks, AI allows customers to benefit from 24/7 interactions, giving them a (hopefully) better experience. This in turn helps to boost sales and brand loyalty, without having to pay for the equivalent human manpower.

While small-scale applications range from online chatbots and behind-the-scenes workflow enhancements, the potential for AI is almost endless. Brands can harness the technology to offer completely bespoke solutions for their customers, creating one-of-a-kind products and experiences that would otherwise be unaffordable.

Of course, there are many concerns around the use of AI, ranging from the ethics surrounding plagiarism to the implications of biassed training inputs. As the technology continues to develop, we’ll be seeing ever more stringent laws and regulations surrounding the use of artificial intelligence. With authenticity being another key trend in 2024, brands should be very careful if and how they choose to use AI.

Looking to refresh your brand in 2023?

Partnering with an experienced branding agency like DWH can help you to develop your brand and create an identity that resonates with your audience. Whatever your products and services, we can work with you to put together a brand strategy for 2024 that will help you to achieve your business goals both now and in the future.

To find out more about how we can help your brand to thrive, get in touch and we’ll be happy to help.