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- Successful branding goes beyond great products. It requires authenticity, originality, and a story your customers can truly relate to.
- A well-defined audience is no longer enough. To grow your brand, you need to build a community of advocates who believe in what you do.
- Leverage humor, hand-drawn visuals, and emotional storytelling to connect with your audience on a deeper level.
- Tap into the power of immersive technologies like virtual reality, gamification, and AI to create sensory-rich experiences that drive engagement.
- From website design and marketing copy to product packaging, every element of your brand should reflect the story you want to tell.
The world of branding is constantly evolving, and what works today may be irrelevant one, three, or five years from now. Just look at the impact of AI, virtual reality, and other modern technologies. Brands that failed to adapt have become obsolete, being replaced by forward-thinking competitors.
Take website design, for example. You can use platforms like Wix to build a fresh, modern site that captures your brand’s essence, or you can go for a generic template. The latter might feel like a safe bet, but it will blur your voice and make it harder for people to remember you.
The same applies to your marketing strategy, product design, typography, and other aspects that impact branding. You can do what everyone else does or embrace the new and experiment with different approaches.
According to award-winning brand expert David Brier, 77% of companies fail at rebranding because they play it safe, ignore cultural shifts, or don’t understand what customers want. Naturally, Brier recommends a bold, strategic approach rooted in relevance and authenticity.
So, what does it take to build a strong online brand-or elevate the one you already have? The secret lies in blending design, storytelling, and voice in a way that resonates with your audience. Here’s how to get it right.
Source: Wixel
Trends Shaping the Next Era of Online Branding
A few decades ago, brands like Kodak, BlackBerry, Nokia, and Sears were household names, generating millions in sales. Some still exist, but they’re no longer as popular as they used to be. The reason? They failed to adapt to market changes and innovate when it mattered most.
For instance, Kodak was a pioneer in photography, yet it missed the digital revolution. Although the company invented the world’s first digital camera, it buried the innovation and clung too tightly to its film-based business model.
Similarly, BlackBerry failed to embrace touchscreen technology despite being a leader in the mobile industry. Over the years, it was outcompeted by Apple and Google, who saw the transformative potential of smartphones.
Branding isn’t about money. Kodak and BlackBerry had deep pockets and still lost ground to competitors with a better strategy and stronger market instincts.
Sure, you need financial resources to grow and innovate, but what really matters is how you position your products, tell your story, and connect with potential customers. A clear sense of direction can outshine any big-budget marketing push.
With that in mind, let’s take a closer look at seven key trends shaping the next era of online branding. Integrate them into your strategy to stay relevant and competitive.
1. Website Design That Tells a Story
Having a great-looking site isn’t enough to build a strong brand. Your website’s layout, typography, color palette, and overall vibe should reflect the story you’re telling. If these elements don’t match your message, you risk losing customers.
Say you run an online coffee shop. A minimalist website with earthy tones and original illustrations evokes authenticity and craft. It tells visitors you care about quality, not just convenience, helping them picture themselves sipping a hand-poured brew in a cozy space.
Now imagine that same shop using a flashy layout with stock photos and neon accents. It might grab attention, but it sends mixed signals and can confuse visitors.
From colors and images to navigation, every component of your site should echo the values behind your product or service. When the visuals and story align, you’ll find it easier to build trust, evoke emotions, and entice customers to take action.
The best part is, you don’t need to spend thousands on website design. Come up with a strategy, refine your story, and use a site builder like Wix to bring your vision to life. Choose a template that fits your brand, then customize it to reflect on the message you want to share.
2. Hyper-Personalized Experiences
A global survey by Boston Consulting Group (BCG) found that 45% of consumers are comfortable with personalized experiences from the brands they engage with. What’s more, the majority of them expect personalization, seeing it as a source of value, convenience, and genuine enjoyment.
BCG also asked U.S. consumers what makes personalized shopping experiences so appealing. Their answers ranged from finding the best deals to feeling understood.
| Factors That Contribute to Positive Shopping Experiences | |
| Consumer Responses | Percentage of Respondents |
| Being able to find the best possible deal | 32% |
| Having a faster, easier, or more enjoyable shopping experience | 31% |
| Connecting to the right customer service rep | 22% |
| Learning more about the brand or products | 18% |
| Receiving helpful reminders about repeat purchases | 14% |
| Feeling heard and understood by the brand | 12% |
| *Source: Boston Consulting Group’s 2024 Customer Sentiment Survey | |
To achieve this level of personalization, you need accurate, relevant data about your audience. That data might come from direct feedback, customer surveys, website analytics, industry reports, or social media insights.
Suppose you sell beauty products online. After reviewing your website analytics, you notice that visitors spend the most time on product pages featuring creams and serums for sensitive skin. Yet, those pages convert less than others.
What you should do next is run surveys or polls to understand what’s holding customers back. Are they unsure about ingredients? Concerned about price? Looking for proof that the product works?
Based on their feedback, you can refine your copy, provide more information, adjust pricing, or add social proof to build trust. Take one step further and personalize your product pages, discounts, and CTAs to each customer or audience segment.
3. A Human Touch
Successful brands like Joe & The Juice, Minor Figures, and Lush Cosmetics use hand-drawn visuals to stand out. This playful, distinctive style helps them connect with their audiences on a deeper level and spark engagement. The goal is to create a brand experience that feels personal and human.
Depending on what you sell, consider replacing standard photos with hand-drawn illustrations of ingredients, textures, or everyday use scenarios. Returning to the coffee shop example, you could post vintage-style drawings of coffee beans, brewing equipment, or cozy cafés on your site and social media pages.
Another option is to leverage AI to create original drawings or text-to-image art. While this approach leans heavily on technology, it still demands a human touch and creative direction to feel authentic.
4. Humor Takes Center Stage
Don’t underestimate the power of humor. According to Adobe’s 2025 Creative Trends report, 72% of consumers say humor influences their brand choices-and 90% are more likely to remember an ad that made them smile.
“Humor seems to get shared a lot more. Data backs that up, making it quite well geared to social media, particularly because it can go viral or become trend-worthy,” explains Emma Chiu, Global Director of marketing agency VML Intelligence.
Think of Duolingo, McDonald’s, TikTok, and other brands that incorporate humor into their messaging. Not only does this approach boost engagement, but it also strengthens storytelling and makes it easier to tackle important topics in a lighthearted way.
Suppose you’re a personal trainer building your brand. One way to use humor is by sharing a video of a scale “dramatically sighing” every time someone steps on it, along with some tips for tracking progress. This kind of content is funny, relatable, and easy to digest, yet educational and motivating.
Last but not least, humor gives your brand a human face. It makes your business feel friendlier and more approachable, encouraging customers to send a message, leave a comment, or book a call.
5. Community Building Is More Important Than Ever
Nike, Apple, Harley Davidson, Lego, and other top companies have loyal fanbases made up of customers who share stories, support one another, and even organize meetups. These thriving communities extend far beyond social media. They bring together people from all over the world, actively shaping the brand’s identity.
Take LEGO, for example. The brand regularly holds seminars, camps, and friendly challenges that foster a sense of belonging among fans. Customers can also join the LEGO Ideas community or connect through groups like BrickNerd and Byggepladen.
Creating a community around your brand takes time, but it’s one of the most powerful ways to build loyalty. When people feel part of something bigger, they stick around longer, support your mission, and bring others in.
Start by identifying the types of customers who would fit your community. Gymshark, for instance, targets fitness enthusiasts aged 18 to 25 who are active on social media, trust influencer recommendations, and value a healthy lifestyle.
Next, follow these best practices to build a community for your brand:
- Engage fans online and offline through seminars, workshops, contests, and members-only events.
- Vet the influencers you work with, making sure they understand your brand story.
- Celebrate your community by spotlighting fans, ambassadors, and influencers with free swag and public recognition.
- Invite customers to share their stories and experiences, then feature them across your website and social pages.
- Set community-driven goals for each platform where your brand is active.
- Reward loyalty with exclusive content, special offers, or prizes.
It’s also a good idea to highlight a few products that get people talking, then focus your engagement efforts on those.
For example, a footwear brand could build a community around its bestselling sneakers by encouraging fans to share selfies, lifestyle shots, and honest feedback in a dedicated online group.
6. Sustainable Branding Is No Longer Optional
No matter your industry, integrating sustainability into your branding efforts is essential. As Harvard Business Review (HBR) notes, this factor significantly impacts purchase intent, customer trust, and buying behavior.
According to HBR, Gen Zers and Millennials are 27% more likely than older generations to purchase from brands that prioritize sustainability. They also spend 15–30% more with those brands and consistently choose them over competitors offering similar products or services.
Assume you run an online jewelry shop built with Wix. Instead of just switching to recycled boxes, make that decision part of your story.
One option is to share behind-the-scenes videos about your packaging choices. For an even greater impact, print QR codes on parcels linking to your sustainability page and encourage customers to reuse or return packaging for discounts.
An organic food store, on the other hand, could promote sustainability by showing where its ingredients come from. Imagine a website with interactive maps that trace each product’s journey from farm to shelf, turning transparency into a storytelling tool.
But what if you sell activewear? Consider launching a 30-day challenge on Instagram where customers share how they repurpose, recycle, or repair items they’ve bought from your brand.
Repost their stories across your website and social channels to showcase your commitment to sustainability. This type of content serves as social proof, making it easier to raise brand awareness and build trust.
7. Immersive Experiences Are Redefining Brand Engagement
In a 2023 survey, 63% of consumers said they want multisensory experiences from companies and brands. Similarly, 61% expressed a desire for brands to help them feel “intense emotions,” highlighting a growing demand for immersive engagement.
Basically, companies must move beyond visuals and stimulate all the senses. Think virtual and augmented reality, gamification, and AI-powered interactions.
For example, Swarovski used gamification to spotlight its 16-piece Ariana Grande collection. At launch, the brand’s website featured a red carpet game, a selfie booth, and a scavenger hunt with prizes. These interactive elements create an immersive experience that captivates customers and encourages deeper engagement.
Depending on your budget and industry, you can enhance your branding with virtual try-ons, 3D characters, AR-enhanced art, and other technologies that make your message more impactful. If, say, you’re a fashion brand, explore tools that let shoppers “try on” products or visualize them in a 3D environment.
Another way brands are exploring immersive engagement is by turning their content into a participatory experience. Platforms like KwaKwa allow creators and smaller businesses to package their expertise into mobile-first challenges and mini-courses that unfold as short, story-like sequences. Instead of passively scrolling past a post, customers can opt into a guided journey with daily prompts, bite-sized lessons, and community check-ins. The result is an ongoing narrative that blends design, storytelling, and voice in a format that feels native to how people already use their phones.
Own Your Brand Identity
Building a successful brand takes more than offering great products or services. It also requires authenticity, originality, and a story that truly resonates with your audience. As your brand grows, cultivating a community around it becomes essential.
If you’re just getting started, you may have limited resources-and that’s okay. No one expects you to create an amazing brand overnight.
The key is to focus on the small details, such as personalizing your outreach, using compelling visuals, and leveraging technologies like virtual reality to engage customers throughout their journey. Most importantly, be genuine and bring a human touch to every interaction with your followers.
