What the Next Era of Branding Really Looks Like

A quick Google or AI search will give you a list of buzzwords about what’s “next” in the world of branding:

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• Purpose-driven
• Digital-first
• Emotion-led
• Authentic
• Human

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Not exactly helpful, but okay, sure. But if you’re a founder or marketer trying to build a memorable brand, you’re probably asking: “What actually makes a brand stand out today?”

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We shared a blog recently that talked about the minimalist and “debranding” trends of 2010s. About how brands chased simplicity, neutrality, and clean design to project a sense of not trying so hard. 

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But a sleek logo alone doesn’t cut it anymore. Branding today is less about how your logo looks and more about how your brand lives.

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Let us explain.

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From “Clean” to Character-Driven

Safe, simple, and sans-serif just doesn’t cut it anymore. We’re seeing a return to character. This means, logos with quirks, websites with tone, and brand identities that actually make people feel something.

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Take Jaguar, for example. In an effort to appeal to a younger, wealthier, more urban electric car buyer, Jaguar unveiled a colorful, modernized identity. But it didn’t feel like Jaguar.

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A brand once synonymous with sleek, sexy, and powerful suddenly looked more like a vape company. It was a bold shift, but one that strayed not just from their history but from their audience. The new aesthetic may have checked the boxes for “fresh” and “young”, but it missed the one that mattered most: brand resonance.

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Same thing happened with Cracker Barrel recently. Their logo tweak, which removed the iconic man in a rocking chair, sparked backlash for losing the warmth and familiarity people associated with the brand. The redesign may be cleaner — but it certainly isn’t stronger.

The takeaway? People want a story.

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From Static Logos to Living, Breathing Branding

You don’t just need a logo. You need a whole system that works across your digital and physical ecosystem, from your website, social, merch, packaging, and maybe even your app icon. The brands that do this well are flexible without being forgettable.

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Have you heard of Liquid Death? Of course you have. Their branding is outrageous, unexpected, and works just as well on a can as it does on a concert poster or a baggy t-shirt. Their identity is loud but consistent. And that consistency builds cult status. 

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Your Brand is a Whole Vibe

Think about your branding as being less about your logo and more like how the world revolves around it.

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What’s your tone of voice? Are you clever, kind, buttoned-up, sincere? What do the photos you post say about you? What does your IG grid tell us at a glance?

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It all adds up. And it tells people something before they’ve read a word of copy about your product or service.

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Your brand doesn’t just say things. It makes people feel things.

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Top of mind, we think of Glossier, whose tone of voice feels like your effortlessly cool friend. Or Oatly, whose oatmilk packaging is so distinct, you could recognize it without a logo. Or maybe even Duolingo, whose TikTok presence has absolutely nothing to do with learning a language, but everything to do with brand memorability.

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OK, So Where Is Branding Going?

The truth is probably something you don’t want to hear. It’s not about minimalism or even maximalism but about the question: “what feels true to you”?

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Brands that stand out aren't built to impress. They’re built to connect.

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And that connection is what builds loyalty. Turns customers into fans. And gives your brand a pause people can feel.

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Want a brand that feels like yours?

Let’s do it together.

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