Whatever the goal – onboarding investors, getting a high market cap or entering new markets – brand equity is what matters. Investing in brand positioning is no longer just for the big players. In this investment branding guide, we shall explore the nuances therein.
“Without positioning, you’re like a traveler without a road map”.
Insights for brand positioning in 2025
I used the word ‘squad’ on purpose. It’s Gen Z we should start communicating our brand now. They are acquiring more and more purchasing power. In about 5 years or so, this generation will hold Government posts, will become key decision makers in corporations, and will shape the global agenda. If your brand does not appeal to this audience, it is time to rethink it.
Strategically, it is wise to invest in forecasting even younger generations’ consumer trends. Nike CEO John Donahoe says he’s ‘chasing Generation Alpha’.
What have you Done for the world?
This comes hot on the heels of the previous insight. Younger generations are more concerned about environmental issues and really do want to make the world a better place for all. They seek out brands that share the same values.
How many times have you encountered the word “sustainable” in the context of a product/company recently? Basically, it is the 3 P’s – people, planet, and profits. “…in order to be considered sustainable, a business must be able to conserve natural resources, support a healthy community and workforce, and earn enough revenue to remain financially viable for the long-term.”
Also, Corporate Social Responsibility, i.e. “giving back to the society” in the form of volunteering in local and global communities, promoting environmentally friendly practices (such as recycling), ensuring inclusive and safe workplaces, etc. – is the expectation today.
About AI again
If you’re still not using AI in your marketing communications or customer service, most likely soon you will. 65% of professionals said their company plans to invest in generative AI in the next five years.
No surprise. What is remarkable, though, is that consumers are becoming increasingly concerned about safety and the ethics of AI usage by companies. What they expect from brands is uncompromised data security. Also, AI systems should be bias-free, provide fair treatment for all and prioritize diversity. To build consumers’ trust, brands have to use AI responsibly, avoid invasive tracking and respect privacy. Sustainability is also an issue, as modern customers are well aware of extensive energy usage by AI systems, and expect companies to use alternative sources, such as renewable energy, low-power algorithms or green data centers. There’s also the jobs AI is taking over, so many consumers are deliberately giving a wide berth to brands to replace their workforce with machines.
So, if a company is using AI, it’s crucial to take heed to the target audiences’ doubts, deal with them, and position itself accordingly.
For a brand to achieve its goals in the complex and ever-changing market landscape, it should continuously review its marketing strategy, invest in its equity, uphold ethics, and keep a sharp eye on trends. Successful brand positioning is the key to building trust and creating value for customers and investors.
Featured image credit: Oleg Laptev/Unsplash
