23 Branding Must-Haves for 2023
In a year filled with nerve-wracking headlines, what does your brand need to do to not just keep your market share — but to grow it?
What's a must to make your brand in 2023?
1. Understand what makes your brand different.
It no longer works for you to bank on brand success just by offering a good product or service. You have to hone in on differentiation. Why would a consumer pick your brand over someone else in the market?
2. Know who you're talking to. (Gen Z largest audience for luxury).
Luxury brands are no longer defined by selling to old money and not necessarily even to an older demographic. The generation with the most resources available to luxury offers is actually now Gen Z. If you created your ideal client avatar even a few years back, refresh this avatar to be in line with current consumer behavior.
3. A complete brand system that can be used on anything.
Twenty years ago, a company could get away with having a logo, a key font, and a brand color. Options for deploying a custom brand we limited when it came to websites and consumer expectations for branding were lower. Today, you need a cohesive brand system to create a complete picture for your business.
4. A logo that stands out.
Your brand identity should create visual intrigue for your business. A strong logo begins to tell a compelling story about your business by the way it draws people in. It might even include a double meaning or symbolism that you can reinforce across your marketing efforts.
5. A branded website that sells.
Previously, the bar was to get your business online and make it possible to find you on the internet. In 2023, you need a site that will help sell you 24/7. Even when your team is not personally working in your business, your website should be working for you.
6. Cohesive brand on social. (Keep soul and personality in).
It’s not about polishing your social media for your brand to the point of being devoid of personality. Keep the social in social media, but make it feel cohesive. Bring in consistent brand colors and fonts on your graphics.
7. Video in on-brand setting. (Static only is dead).
Gone are the days of a perfect grid of static posts. Your brand needs to leverage interactive forms of media, particularly video. By filming a video in a setting that’s on brand or even something as simple as wearing a brand color in a video, your social media can feel tied together while still being authentic.
8. Branded images that show real people. (Boring stock is out!)
In 2023 it’s a non-negotiable to show real people and your real process in your brand photography. Stock photos don’t cut it. Your imagery needs to communicate the value of your products.
9. Consistent brand fonts and colors in Canva and accessible, on-go tools.
You no longer need to rely on an outside graphic designer to create every graphic for you. Once you have a cohesive, custom brand design, have your design agency create custom-branded templates to make it quick and easy to keep your graphics consistent on the go.
10. A brand robust enough for multifaceted marketing — social content, email, ads, referral program or influencers, PR.
It no longer works to have a brand that works in only one medium like a color-printed magazine ad. In 2023 your brand needs. Your brand needs to work alongside everything from video to photography to animated graphics. It also needs to be strong enough that investments in marketing efforts like ads and PR are worthwhile.
11. Improved margins and / or prices to outpace inflation.
With inflation on the rise, you can no longer ignore low profit margins or pricing that’s falling behind market rates. Either improve your margins or raise your rates— Or do both!
12. A compelling why that cuts through the noise.
There are a lot of options out there in your industry. What is interesting and persuasive about your business? (Hint: Affordability is not it!)
13. System and processes that keep overhead down and free up revenue for investments with ROI.
Blaming a tight budget as the reason you’re not investing in growth won’t actually make you grow. Your competitors will continue to grow and improve. Are there areas you can free up revenue in by automating, systemizing, or reallocating?
14. Strong UX, clearly organized and compelling website layout.
A clearly organized and compelling website layout is a necessity. Your business can’t rely on customers having to click around to find what they are looking for. Use clear calls to action like “buy now” “download now” or “inquire.”
15. SEO targeting.
You may have found a decade ago you could rely on word of mouth and referrals for people to find you. And, while that’s still an important part of business, you’re limiting your sales potential if you leave it at that. Take the necessary steps with SEO to have proper targeting set up.
16. Ongoing website updates, content plan, and maintenance.
Continue to bring in fresh traffic by regularly creating content like blog posts, landing pages, and FAQ sections that answers the questions your customers are looking for. Not only will this bring in more qualified leads, but it will also show Google you are a credible site within your subject matter.
17. Be interesting and interested as a brand.
Is your brand asking the right questions to understand your target? Do you understand the needs and desires of your niche? When you tailor your messaging to who you’re selling to, connection can lead to conversion into sales.
18. Create opportunities, don't wait for them.
The brands we work with that are highly successful are the ones that build upon their visuals with ongoing SEO, marketing, PR, and consistent customer service and experience.
19. Get your brand out there.
Your branding is still beautiful even sitting on your hard drive, but it’s not working for you until you make sure it gets seen and USED. If you invest in branding and think all it takes is updating the logo on your website header, think again. Branding should be rolled out and implemented across all the touchpoints your customer experiences.
20. Make sure your branding supports future goals and doesn't prevent growth.
Make sure that you don’t keep a brand that worked years 1-5 but no longer is in alignment with what you’re selling and who you’re trying to attract. Leaning on an outdated brand will not drive your business into the future.
21. A brand experience people can't help but talk about.
Baseline expectations like on-time delivery, fulfilling a scope, or a functional product won’t make it brag-worthy. Your client experience needs to be compelling. A big part of that is elevating your visuals to create a memorable experience.
22. A strong network — help others, reach out, take the initiative.
Be willing to consistently show up, create value, and form lasting relationships.
23. PR / lead generation to get people seeing your incredible brand and website.
Make sure people are seeing your business online and off. It’s wonderful to have a beautiful brand and website, but if you don’t have people engaging with it, it won’t convert in sales. Generate brand awareness to make sure you’re not a best-kept secret.
This is the year to not only create and grow your brand but also share it!
I hope you enjoyed these 23 tips for your brand in 2023. Are you creating a compelling brand experience that people will brag about? Let us know over on IG @cremebrands how you’re creating your brand experience for your clients.
P.S. Did you catch our Instagram Live talking about these 23 branding must-haves? Go watch it here: 23 Branding Must-Haves.
