Com o avanço do contexto digital e social, as marcas são desafiadas a adaptar-se rapidamente às exigências dos consumidores. Miguel Reis, identifica seis tendências-chave que moldarão o branding em 2025.

With the advancement of the digital and social context, brands are challenged to quickly adapt to consumer demands. Miguel Reis identifies six key trends that will shape branding in 2025.

In a competitive and rapidly transforming market, brands will need to combine creativity, ethics, and innovation to maintain their relevance. In 2025, sustainability will not just be an option, but an essential strategic element. Companies that integrate environmental and transparent practices into their processes will gain the trust of increasingly conscious and demanding consumers.

At the same time, digital fatigue brings the need for a balance between technological experiences and physical interactions. Investing in multisensory experiences and unique moments will be crucial to creating genuine emotional connections with consumers. Brands should also invest in personalization using Artificial Intelligence, ensuring that digital interactions maintain authenticity and empathy.

Another priority will be transparency and authenticity, critical elements for building trust. Real and vulnerable storytelling, as well as a sincere commitment to brand values, will be decisive in standing out in a saturated market.

Inclusion and diversity will play a central role. In 2025, branding strategies will need to reflect the plurality of society, going beyond visual representation to ensure equity and accessibility. At the same time, building communities around brands, rooted in shared values, will be key to retaining consumers and turning customers into brand ambassadors.

“In a scenario where consumers expect values and experiences in addition to products and services, brands that know how to balance technological innovation with authenticity and human connection will be prepared to lead the future,” emphasizes Miguel Reis. The future of branding lies in creating positive impact and meaningful experiences that resonate with the new demands of consumers.

This article was published in Revista do Empreendedor.