Branding and marketing are rapidly evolving landscapes, which is why it can feel so damn impossible to stay on top of the latest trends and fads and make sure your brand is still ‘hip’ and landing with your audience. 2025 is ushering in a new era of authenticity, connection, and precision. What worked in the past might now feel outdated, and fresh approaches are setting the stage for impactful and purposeful branding. Here’s my hot take on what’s in and what’s out this year.
Out: Generic Brand Voices
In: Distinctive, Unapologetic Personalities
People are tired of safe, corporate speak. Brands that dare to have a unique voice and stand for something will win in 2025. Hands down one of the best brands to do this in the world is Australian-founded GoTo Skincare. They just ooze cheek. Bonus points, they include their brand values on their homepage, so you get to know the *real* them upfront.
Out: Polished Perfection
In: Raw Authenticity
The Instagram aesthetic of perfectly staged photos and overly edited videos feels out of touch in 2025. Audiences are gravitating toward raw, unfiltered content that feels more relatable. Think semi-shaky, behind-the-scenes clips or candid moments that showcase the human element of a brand. This has been particularly popular with ecomm brands where user-generated content (UGC) is almost mainstream in their marketing strategy. And it’s not just the visual identity that’s feeling raw. Brands are becoming more casual, more personal, and more imperfect in their copy too. Connection over perfection!
Out: Ignoring AI
In: Embracing ChatGPT and Automation
Artificial intelligence is no longer optional. In 2025, brands that ignore AI risk falling behind. Tools like ChatGPT are transforming how businesses engage with customers, from crafting personalised messages to generating content at scale. Automation is also streamlining workflows, allowing teams to focus on creative and strategic tasks. And this ol’ marketer here is a fiend for anything that will make my life easier and simpler. Got a great AI tool that’s changed your life? Hit me up! I’m all ears.
Out: Ignoring SEO
In: SEO 2.0
SEO is no longer just about sprinkling in keywords. It’s about understanding user intent and delivering answers quickly. This means prioritising FAQs, voice search optimisation, and local SEO. Brands like HubSpot are superstars at this, creating content that directly addresses user questions in digestible formats, ensuring they stay at the top of search results.
Out: Hashtags
In: Community-Driven Conversations
Hashtags have had their moment, but in 2025, they’re taking a backseat. In fact, Instagram removed the option to follow them in December 2024. Audiences are becoming increasingly savvy and are more interested in genuine, community-driven conversations. Instead of stacking hashtags in captions, brands are focusing on direct engagement through comments, Q&A sessions, and live interactions. For example, brands like Who Gives A Crap prioritise building their community by responding to individual comments and hosting interactive stories rather than relying on trending hashtags.
Out: Long-Form Content Without Purpose
In: Bite-Sized, Skimmable Nuggets
Gone are the days when people had the patience for 2,000-word blog posts that meandered to the point. Even die-hard academics prefer the executive summary version over their morning piccolo. Today, it’s all about delivering value quickly. This doesn’t mean long-form is dead, but it must be purposeful and scannable. Infographics, carousel posts, and TikTok-style explainers reign supreme. One of my faves that do this so well is Canva who are masters at engaging, short videos that highlight tips and features while staying on trend and leaning into the nuances of their creative audience.
In 2025, branding and marketing are all about embracing authenticity, brevity, and meaningful connections. Do this, and not only do you win brownie points from yours truly, but you remain relevant and build stronger, more loyal relationships with your audiences. Winning!
