Blue jeans, a mirror, and branding in 2025

After some serious people-watching in NYC, I found myself staring at my soft, worn, and slightly misshapen jeans—tight in some places, loose in others—and asking myself, “Are these out of style?” I’d worn them countless times without a second thought, but standing in front of the mirror, I finally realized they were outdated. The answer was clear: Yes. I hadn’t bothered to reassess how they fit or if they still worked. They had become a habit.

It reminded me of a client I worked with, who, when asked, “Why are you still doing that marketing activity?” answered, “Because it’s worked for us.” It was as if they were slipping on those old jeans without even looking in the mirror to check if they still made sense.

Just like with fashion, branding trends evolve. What worked in the past may not be relevant today. It’s important to periodically reassess your strategies and adjust to the current trends—otherwise, you risk being left behind in something that no longer fits.

Try these branding trends on for size:

#1: Imperfect + Authentic Visuals and Videos

Consumers are drawn to authentic, unfiltered content. Brands are shying away from polished imagery and videos in favor of relatable content, often developed by influencers, that reflects genuine experiences. You don’t need professional equipment—your iPhone works fine, as long as the resolution is high, and the image captures the emotion you want to convey.

Check out this video of Mark Zuckerberg announcing Meta’s Llama 4, new open-source AI models: https://www.instagram.com/p/DIE0TmPyORV/ It’s a lot more relatable than a heavily produced video shot in a fancy studio.

#2: AI-powered Personalization at Scale

Artificial intelligence and other data-driven targeting help brands deliver personalized experiences by tailoring content and product recommendations, boosting engagement and loyalty.

Netflix and Spotify use AI for personalized content and playlists, while Sephora’s Virtual Artist lets users try on makeup virtually.

Many email marketing services, like MailChimp, HubSpot, and ActiveCampaign, also offer personalization features to create targeted email campaigns. If you’ve got it, use it!

#3: Mascots + Humanized Branding

Think Duolingo and its animated mascot, Duo the owl. Known for his persistent and sometimes hilariously aggressive reminders to complete daily lessons, Duo became a playful symbol of accountability. When the character was “killed off” earlier this year, fans flooded social media with condolences. Duolingo seized the moment, reviving Duo in a clever campaign that turned viral grief into marketing gold.

Carefully selected and effectively used mascots can leave a lasting impression on consumers, lingering in their minds long after a TV ad, social media post, or even a product placement, has ended.

Why is it effective? Mascots like Duo, M&M’s characters, the Pringles guy, and others build emotional connections by making the brand feel approachable, entertaining, and relatable, which helps keep consumers engaged.

#4: Minimalist Aesthetics

I talk about this with clients all the time! Minimalist designs and subtle branding can communicate sophistication and competence. Instead of making people work to figure out what your logo means, why not let them spend the time connecting with your brand through the experience of your product? It’s a more direct and engaging way to leave a lasting impression.

Apple is the GOAT when it comes to minimalist design. From their product designs to their advertising, Apple uses clean lines and simple color schemes (often just white, silver, or black). The minimalist aesthetic reinforces their brand image of sophistication, innovation, and ease of use.

#5: Community-Centric Strategies

Today, building engaged communities takes precedence over traditional marketing. Savvy brands invest in digital and in-person spaces that encourage connection with their audience, fostering a sense of belonging and a shared purpose.

Familiar with Basecamp? It’s project management software designed for smaller businesses. Over 75,000 organizations across a variety of industries in 166 countries use Basecamp. The brand has fostered a strong community by focusing on its users: the entrepreneurial and remote work community.

The company actively engages with its audience through live videos with members, and the Basecamp Blog, which covers topics like productivity, remote work, and managing teams.

These trends highlight a shift towards authenticity, personalization, humanized branding, minimalist design, and community engagement. Brands that adopt these trends will resonate with consumers and flourish.