What makes brands stand out in 2025? Authenticity, personalization, sustainability, and immersive technology are leading the way. Here's what you need to know:
- Authenticity matters: 88% of consumers prioritize authentic brands. Transparent communication and genuine actions drive loyalty.
- AI-driven personalization: 77% of people prefer tailored experiences. AI helps brands deliver this at scale.
- Sustainability wins: 73% of millennials are willing to pay more for eco-friendly products. Brands must show measurable progress.
- Immersive technology: AR/VR tools create engaging experiences, like virtual try-ons or interactive campaigns.
- Social values: 85% of consumers align with brands that share their values. Clear commitments to social causes build trust.
Quick Overview
| Trend | Key Insight | Example |
|---|---|---|
| Authenticity | 88% value authentic brands | Burberry revived its logo |
| Personalization | 77% prefer tailored interactions | Yves Rocher's 17.5x clicks |
| Sustainability | 73% pay more for eco-friendly products | Tentree’s tree-planting |
| Immersive Tech | AR/VR boosts engagement and storytelling | Nike Fit virtual try-ons |
| Social Values | 85% prefer brands aligned with their values | Everlane’s transparency |
To stay ahead, brands must combine technology with meaningful values, balancing innovation with trust and transparency.
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AI and Customer Experience: Personal at Scale
96% of digital professionals say personalization is key to delivering great customer experiences [1].
Using AI for Custom Customer Interactions
The push for more personalized experiences aligns with the growing demand for genuine brand connections. AI-powered personalization is proving its worth with real-world results. For example, Yves Rocher saw a 17.5x jump in clicks on recommended products and an 11x boost in purchase rates by using real-time, personalized recommendations in 2024 [2]. They achieved this by leveraging anonymous profiles to automatically tailor user experiences.
Similarly, HP Tronic increased conversion rates among new customers by 136% in the Czech Republic through targeted weblayer strategies [2]. Their approach? Offering first-time visitors a $20 voucher - no personal data required - delivering immediate value and building trust.
| AI Personalization Impact | Key Metrics |
|---|---|
| Email Open Rates | 26% higher with tailored subject lines [3] |
| Consumer Preference | 77% prefer brands that offer personalized experiences [3] |
| Brand Choices | 71% say personalization influences their decisions [2] |
| Business Investment | 74% of companies have increased spending on personalization [1] |
Mixing AI Tools with Human Touch
AI can streamline processes, but human interaction remains crucial. Currently, 66% of digital professionals use AI in their roles [1], and the key to success lies in balancing automation with personal engagement. This balance not only enhances customer trust but also reinforces a brand's credibility through clear data practices and meaningful interactions.
"To build customer trust in a cautious market, while enhancing CX with AI, companies must empathize with their customers. They need to fully understand how they will use data to improve CX and be exceptionally transparent with their customers about it." - Yaron Gueta, CTO of Glassbox [1]
A great example of this balance is The Thinking Traveller. By introducing a personalized "shortlist guidance card" system, they achieved a 33% rise in submitted inquiries [2]. This system combined AI-driven recommendations with a user-friendly design to help potential customers make decisions more easily.
For effective AI implementation:
- Focus on Data Quality: Use accurate and relevant data to power AI systems [2].
- Be Transparent: Clearly explain how customer data is used to improve their experience [1].
- Include Human Oversight: Regularly monitor and refine AI models to maintain high standards [2].
While 77% of AI users believe brands need to do more to address data privacy concerns [1], companies that prioritize ethical AI practices and transparency can build trust while delivering personalized experiences. This balance of technology and human insight is shaping the future of customer experience in the digital age.
Brand Stories Through New Technology
The AR/VR market is expected to hit $200.87 billion by 2030, growing at a 22% CAGR between 2025 and 2030 [4]. This growth is transforming how brands connect with audiences, offering immersive ways to tell their stories.
AR and VR Brand Experiences
Brands are using AR and VR to create more engaging experiences. For instance, Nike's AR-powered Nike Fit tool improved shoe sizing, reducing returns and increasing customer satisfaction. Similarly, Marcolin's Guess brand saw a 44% boost in engagement with its AR eyewear try-on campaign [5][7].
| Brand | Technology | Results |
|---|---|---|
| Coca-Cola | AR DOOH Experience | Real-time interactive displays and product redemption at Tesco [7] |
| Toyota Crown | AR Visualization | 360° virtual test drives accessible from anywhere [7] |
| Christian Dior | AR Beauty Try-On | Reached over 4M users, saw a 41% interaction rate, and 400,000+ trials [7] |
Bosch Rexroth used a virtual showroom for its machinery, doubling customer engagement and cutting time-to-market from over a year to just two months [6].
Creating Stories That Connect
AR and VR aren't just about flashy tech - they're tools for building meaningful narratives. Sephora's Virtual Artist is a great example. Using AI and AR, it lets customers try makeup virtually, making shopping both practical and fun [5].
Here are key ways brands are using technology to tell better stories:
- Focus on Value: IKEA Place helps customers visualize furniture in their homes before buying, addressing a clear need [5].
- Combine Physical and Digital: Coca-Cola's #TakeATasteNow campaign linked digital experiences with physical rewards at Tesco [7].
- Track Results: Metrics matter. For example, Niantic's AR campaign with Circle K had a 76% engagement rate and 95% completion rate [7].
These efforts leave lasting impressions. Cincinnati Children's Hospital uses VR in surgical planning, enabling training that's four times faster than traditional methods [6]. By weaving AR/VR into their storytelling, brands are reshaping their identities and building stronger connections with consumers.
"Virtual reality paves the way to opening up a dialogue about how most anything is intricately produced." - Lee Applbaum, Patrón Spirits Global Chief Marketing Officer [8]
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Social Impact and Brand Values
By 2025, 85% of global consumers are expected to prefer brands that align with their personal values. This makes clear social and environmental commitments a must-have for businesses [9].
Showing Real Environmental Progress
People want proof when it comes to environmental efforts. For example, Tentree plants 10 trees for every purchase and uses QR codes to let customers track their impact, creating both engagement and loyalty [9].
| Brand | Initiative | Impact |
|---|---|---|
| BioLite | CampStove Clean Energy | Reached over 5 million off-grid users |
| Pela Case | Flaxstic® Technology | Reduced plastic waste with compostable phone cases |
| On Running | Sustainable Materials | Reused carbon emissions in materials |
"Effective sustainability marketing and messaging is all about delivering reliable information to help people make better choices in the context of their lives" - Kate Brandt, Google's Chief Sustainability Officer [10]
To show real commitment to environmental progress, brands can:
- Use environmental management systems like ISO 14001 [13]
- Measure and report metrics such as carbon footprint and water usage [13]
- Collaborate with organizations focused on sustainability to build credibility [9]
While environmental accountability is vital, brands are also weaving social values into their core strategies.
Making Social Values Part of Your Brand
Beyond environmental efforts, brands must embrace social values to stay relevant. Eighty-six percent of consumers expect brands to support social causes, though 56% remain skeptical of their promises [12].
Everlane is a prime example of integrating values into business. The company practices radical transparency, sharing true manufacturing costs and cutting unnecessary markups. This approach has helped them grow into a multi-hundred-million-dollar business while staying aligned with their principles [12].
"Trust can be earned when commitments are authentic to the organization's purpose and grounded in the organization's business strategy over time" - Jeffrey Weirens, Global Financial Advisory Leader at Deloitte [11]
To make social values a meaningful part of your brand:
- Embed these values into your company culture [12]
- Take concrete actions and consistently follow through on promises [12]
Ecovative Design is a standout example, turning agricultural waste into Mushroom® Packaging, a biodegradable alternative to traditional materials. This not only delivers environmental benefits but also reflects the company’s values [9].
Social impact is no longer optional. Nearly 40% of millennials consider a company’s sustainability efforts when choosing where to work, and 86% of institutional investors factor climate change into their decisions [11].
Modern Visual Brand Systems
Modern visual brand systems are reshaping how brands maintain their identity across all platforms, aligning with the fast-evolving digital landscape.
By 2025, brands need visual systems that can adapt to various platforms while staying true to their core identity. This approach builds on earlier trends like personalized customer experiences and dynamic storytelling, focusing on flexibility and consistency.
Moving Beyond Static Logos
Static logos no longer cut it in today’s multi-channel environment. Brands now need flexible design systems that adapt to different contexts and screen sizes while remaining recognizable.
A great example is Beiersdorf, which uses AI-powered tools and digital twins of its products to create localized content. This system allows them to dynamically adjust product visuals, backgrounds, and messaging, ensuring brand consistency across markets [15].
"At Beiersdorf, we asked ourselves: How can we create hyper-localized ad content for markets worldwide – without the weeks of manual effort traditional production demands? Together with the brilliant team at Grip, we've reimagined how we create and adapt marketing content at scale. By combining AI-driven content configurators with digital twins of our complete product portfolio, we've unlocked unprecedented scalability in content creation - swapping products, changing backgrounds, and adjusting messaging." - Jasmin Quellmann, Head of Marketing Technology & AI, Beiersdorf [15]
Here’s how visual systems have evolved:
| Element | Traditional Approach | 2025 Approach |
|---|---|---|
| Logo Design | Fixed, single format | Adaptive variations |
| Color System | Limited palette | AI-optimized dynamic combinations |
| Typography | Static font sets | Flexible typefaces for all screens |
| Visual Assets | Manually created | AI-generated variations at scale |
Balancing Flexibility and Recognition
The real challenge lies in keeping brand recognition intact while embracing flexible designs. Centralized brand portals are helping companies achieve this balance. For instance, TUI manages multiple brands through a single hub that houses guidelines, assets, and creative templates [14].
"Brand portals act as the backbone for brands, big and small. These cloud-based platforms consolidate everything you need into one place, accessible to employees and external partners alike." [14]
L'Oréal's Luxe Division offers another example. By working with Grip, they enable local teams to adjust visual elements like lighting and shadows in real time while maintaining global brand standards [15].
To succeed in this space, brands should:
- Develop clear guidelines for essential visual elements.
- Use digital asset management (DAM) systems to streamline asset sharing.
- Leverage AI tools for content customization.
- Analyze performance data to refine strategies.
The future of visual branding lies in finding the sweet spot between consistency and flexibility. Brands that strike this balance with the help of technology and well-defined guidelines will thrive in the increasingly complex digital world of 2025.
Conclusion: Next Steps for Brands
Main Points for Brand Success in 2025
The way brands define themselves is changing faster than ever, driven by new technology and shifting consumer expectations. Here’s a breakdown of key areas where brands need to focus to stay ahead in 2025:
| Factor | Current Impact | 2025 Requirement |
|---|---|---|
| Personalization | 76% of users prefer brands offering personalized experiences[16] | AI-powered hyper-personalization |
| Authenticity | 88% of consumers value authentic brands[16] | Transparent communication and genuine actions |
| Social Impact | 73% of consumers believe brands should lead positive change[16] | Clear, measurable social and environmental efforts |
| Data Privacy | 81% associate strong privacy practices with respect for customers[16] | Clear policies and strong data protection |
These trends highlight the need for brands to adapt quickly. Miroslav Jirku emphasizes this shift:
"Hyper-personalization isn't just the next step in marketing - it's the expectation. In 2025, every consumer interaction will feel like a conversation tailored just for them, transforming customer loyalty from a goal into a natural outcome." – Miroslav Jirku, Director of Product Marketing, Kentico[17]
Steps to Take Now
To prepare for these changes, brands need to act now by focusing on technology and values-driven strategies:
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Leverage AI for personalization: Invest in tools that create tailored content and marketing campaigns. As Ashley Faus explains:
"Make sure that everyone is aligned on the mission...if everyone understands and agrees on the goals, audience, and how your brand serves both, you'll have decent guardrails for experimentation."[19]
- Use a centralized content system: Unify your brand’s presence and improve localization. Research shows companies using unified platforms have seen up to 20% growth in brand value[20].
- Commit to sustainability: Address the 73% of consumers expecting brands to lead in social and environmental efforts[16].
- Build trust through privacy: Create clear data usage policies and implement strong security measures to reassure the 81% of consumers who prioritize privacy[16].
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Collaborate with social influencers: Work with both macro and micro influencers as co-creators in the customer journey. Laura Hutfless advises:
"Brands that partner with the right social influencers - both macro and micro - who have established loyal followings and involve them as co-creators in the consumer journey rather than as transactional, one-off collaborators will unlock exceptional opportunities for success in 2025."[18]
