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How Organizations Can Brand Better in 2025

Writer's picture: Namrata NarayanNamrata Narayan

Photo by Teresa Howes / Pexels
Photo by Teresa Howes / Pexels

Times are wild. Generative AI is bringing sci-fi fantasies to life, politicians are playing musical chairs with civil liberties, peri-military political parties are sliding back into power, and Mother Nature–she's done being nice. She's making it loud and clear from record-breaking monsoons to tsunamis, floods, and fires: the problem isn't her; it's us.


Nothing feels certain except for one thing: we all crave something real—consistency, humanity, and the feeling of being seen and understood.


Organizations that get this are the ones that will thrive as the world gets more saturated with information and noise and people grow more conscious. When organizations show us they understand what we value and deliver experiences that make us feel considered, we trust them. And trust? That's the currency that fuels everything—growth, influence, purchases, community, and advocacy. So, how do you make your brand one of those brands? 


Tune Into Your Audience's Reality


If you think your audience is waiting to fit into your brand's agenda, think again.  Everyone is busy living their lives and in the process of defining who they are and want to be. Your job is to step into their world and show them why you're worth their time.


This means understanding where your audience is and how they prefer to interact. Are they scrolling TikTok for a quick laugh or diving into YouTube tutorials to master skills to gain more ownership of their lives? Do they want bite-sized, straight-to-the-point content, or are they looking for raw storytelling that gives them a sense of belonging? 


Remember, each generation carries its own story shaped by the world they have grown up in. Millennials are defined by their search for purpose and balance. Gen Z wants transparency, action, and authenticity in every experience. Gen Alpha? As digital natives, they need you to match their tech-first worldview. They expect technology to work fast and well without creating a wake of destruction along the way. And, they value a sense of control. If you're not meeting them where they are, they won't hesitate to look elsewhere.


Generational differences aside, we all desire to feel seen, understood, and valued. Figuring out what that looks like without assuming you know better is where you will create memorable moments and win your audience's hearts, minds, and trust. 


So, where should you start? 


  1. Meet your target audience where they are. For example, if they're hanging out on TikTok or storytelling on Instagram, don't invite them to your LinkedIn page and expect them to engage and hang around. Instead, build relevant and genuinely valuable interactions where they are. 

  2. Know what motivates your target audience (and please be targeted). Focus on emotional motivators—those nuanced drivers that explain why your audience chooses you over your competitors or peers.


How to Build Emotional Connection


1. Focus on Your Defining Attribute

Figure out what you do (or want to do) better than anyone else. Is it your reliability, innovative spirit, or ability to simplify life? Whatever it is, make it the centerpiece of your brand experience. Aim for your defining attribute to shine in every interaction, and make it the first thing your audience feels when they think of you and interact with your organization.


2. Be a Comrade, Not a Commander

People want brands that walk alongside them. Show up as a partner. Let them beta-test your products, co-create your campaign, or weigh in on areas for improvement. This is also where brand activism comes into play. Advocate for your target audience and community when what they value is at risk. When your audience sees you're in their corner, they feel valued. A TikTok user who cares about human rights and social justice recently said they'd buy Ben & Jerry's ice cream 'because they're supporting us.' She's one of many.


3. Be Curious 

Asking for feedback and then not doing anything with it is like asking someone how their day was and walking away mid-answer. That's inconsiderate. Find ways to show you care, whether that means organizing a webinar or responding quickly. 


4. Be Imperfect 

Show your audience how you're learning and evolving and that you rather show up for them than not. Vulnerability isn't a weakness; it's a way to connect to people. 


5. Embrace Unseriousness 

Solving life's most pressing problems can feel weighty. Give yourself permission to balance purpose with playfulness. Creating room for laughter, creativity, and hope in a complex world invites people to connect and feel understood and uplifted. That said, don't be offensive. Ensure your approach aligns with your values and respects your community. 


Prove You Care, and People Will Show Up


Branding is about building human relationships. 


If you're ready to dig deeper, connect with us. If you're looking for guidelines with examples of how to act on some of these recommendations, send us a message! Let's figure out how to build a brand people want to root for—and maybe even love.




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We are grateful to be founded on the traditional territory of many nations including the Mississaugas of the Credit, the Anishnabeg, the Chippewa, the Haudenosaunee and the Wendat peoples, now home to many diverse First Nations, Inuit and Métis peoples.

 

We are a fully remote team, but we were founded on this land and share this land acknowledgement with gratitude and to honour the Indigenous people who have been living and working on the land from time immemorial.  

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