While brands are scrabbling for attention in increasingly crowded spaces, 2025 is the year to think beyond the basics and change your tactics. It’s no longer enough to ‘know your audience’ or ‘be consistent.’ While those are foundational, business owners need to embrace strategies that make their brands unforgettable. Here’s Squark Design’s tips on how to create a brand that customers not only remember but actively champion in 2025.
1. Embrace the power of micro-nostalgia
Nostalgia has always been a marketing goldmine, but in 2025, it’s all going to be about micro-nostalgia. Small, personal moments that resonate with niche groups. Instead of invoking sweeping cultural memories like the 80s or 90s, dive into specific details that evoke a sense of familiarity and belonging. Maybe it’s a font that mimics old SMS messages or a packaging design inspired by a beloved regional tradition. The key is to make customers feel like your brand is speaking directly to their cherished, individual experiences.
2. Build a brand personality through AI
AI tools are reshaping customer experiences, and brands that lean into this with creativity will shine. In 2025, it’s not just about using AI for efficiency; it’s about making AI a part of your brand’s identity. Consider creating a branded AI assistant with a unique personality that matches your brand voice. For example, a coffee company’s assistant might have a playful, chatty vibe, while a wellness brand’s could be calm and meditative. The more distinct and engaging your AI, the more memorable your brand.
3. Go beyond greenwashing – Prove your impact
Consumers in 2025 demand more than vague promises of sustainability. They want transparency, measurable impact and innovative approaches. Stand out by showing, not just telling. Use blockchain to trace your supply chain and let customers see every step of a product’s journey. Create campaigns that invite customers to participate in meaningful change, such as tracking their own carbon offsets through your products. Authenticity and tangible impact will set your brand apart from competitors stuck in performative activism.
4. Offer immersive digital experiences
The rise of the metaverse and AR/VR technologies means customers are craving immersive experiences. In 2025, brands need to think beyond traditional digital marketing and create spaces where customers can interact with them on a deeper level. Could you launch a virtual showroom that’s as much a game as a shopping experience? What about augmented reality filters that let customers visualise your product in their daily lives? The more engaging and interactive the experience, the more it will linger in their minds.
5. Turn your customers into co-creators
Co-creation isn’t a new idea, but 2025 will elevate it to new heights. Invite your customers to be part of your brand’s journey, not just passive consumers. From designing limited-edition products to voting on your next ad campaign, co-creation fosters loyalty and creates a buzz. Use platforms like TikTok or Threads to crowdsource ideas, and then prominently feature the people who helped shape your brand. People love to see themselves reflected in the brands that they support.
6. Prioritise sensory branding
With a saturation of visual content, brands that tap into other senses will create deeper connections. Sound branding, in particular is gaining momentum. Think beyond jingles —create unique audio cues that play when customers interact with your app or website. Scent branding is another under-utilised tool. Imagine a physical store with a signature aroma that evokes comfort and luxury or a product that delivers a tactile sensation customers can’t forget. Engaging multiple senses builds a stronger emotional connection.
7. Celebrate radical transparency
The digital age has made it nearly impossible to hide, so why not embrace transparency as a competitive advantage? Share your failures, celebrate your behind-the-scenes processes and invite customers into your decision-making. Brands that are unafraid to be vulnerable — owning mistakes or openly addressing industry challenges — build trust and authenticity. In 2025, radical transparency will be the antidote to polished but impersonal corporate identities.
8. Use humour to disarm and delight
In an era of seriousness, humour can be a breath of fresh air. The right dose of levity, executed with authenticity, can turn a forgettable brand into a beloved one. Create shareable, funny content that aligns with your brand’s values. Whether it’s a witty TikTok series or self-aware marketing campaigns that poke fun at industry clichés, humor can make your brand more human and relatable.
9. Build a “Second Life” for your products
Consumers are increasingly focused on sustainability, and one way to stand out is by designing products that have a life beyond their primary use. Create initiatives that allow customers to repurpose or recycle your products in creative ways. For example, a candle company could design jars that transform into planters, or a clothing brand could embed QR codes for up-cycling tutorials. A product with a second life is one customers will remember and talk about.
10. Share bite-sized branding wisdom
Finally, small business owners looking for actionable tips on branding can find a treasure trove of insights in Squark Design’s Branding Bites (https://www.youtube.com/squarkdesign) series on YouTube. These short, impactful videos are perfect for keeping up with the latest trends and ensuring your brand stays ahead of the curve.
Conclusion
2025 is the year to break the mould and experiment with how your brand interacts with the world. By embracing creativity, technology and authenticity, your small business can carve out a space in customers’ hearts — and stay there for years to come.
