Being consistent in a complex ecosystem
Making your brand stand out is more challenging in today’s complex landscape. Brands are expected to be omnipresent, engaging customers with personalised interactions across mobile apps, digital platforms, and in-store environments.
The challenge is how to craft a consistent, authentic brand that adapts to diverse audiences and shifting markets without losing its core identity.
Your takeaway for 2025
To stay consistent, your brand must be flexible. Do not regard your brand as a static entity but rather as a dynamic principle that can adapt to different contexts while staying true to its core.
Brands as ecosystems
Your brand identity isn’t set in stone anymore. A logo, style guide, and tagline just aren’t enough these days. Your brand needs to offer a complete experience to different audiences across various platforms – which requires, for example, a responsive tone of voice and flexible visual elements.
Modern brands have strong core values but can adapt to different situations and audiences. They are more than just sales tools; they also share knowledge and build communities.
Instead of having a static identity, they have become dynamic ecosystems where every touchpoint – from packaging to customer service, social media to physical spaces – must consistently reflect the brand values in a way that fits the context.
Three criteria for a strong brand experience
Be inherently flexible. A brand should be adaptable to changes. With people booking their holidays online, Landal accelerated contactless entry to their holiday homes, thus optimising the holiday experience of their guests.
Create impact. Make clear choices that go beyond commercial or marketing positioning. Dare to take a social or political stand and live your truth.
Offer memorable experiences. An excellent brand will guide its customers to solutions and offer seamless experiences. Brussels Airport has been continuously enhancing the travel experience for its passengers. A notable innovation is the b-tag. When attached to your luggage, these digital devices notify travellers when their bags reach the conveyor belt. Additionally, the Brussels Airport website and app provide valuable information on flight arrivals and departures, necessary travel documents, and even traffic updates en route to the airport.
Next steps for 2025
A brand represents the essence of who you are (your values), your position in the market, and how people perceive you (your image).
In 2025, take a closer look at your brand. Move beyond marketing buzzwords and trendy phrases, and focus on a human perspective: what do you genuinely want to offer to people? What impact do you aspire to create?
The ultimate goal is for people to instantly grasp the core of your brand. This should be visible in every aspect of your brand, not just in visual elements like logos or colors.
Dive deeper into brand experience
Are you interested in discovering how to achieve brand experience excellence? Rewatch the webinar ‘From brand to brand experience’ or read our iO Dossier ‘Brands & Society’.
We are here to help
Do you want to reassess your brand positioning, or investigate how you can create digital impact? We're excited to support your brand in 2025.