There’s nothing artificial about you! How to ensure 2025 is a recipe for brand success

A favourite dish is one you never want to end. Alive with fresh, dynamic taste, they leave a lasting impression and have the power to evoke emotions too. Perfecting your brand’s unique recipe for success is much the same. The ingredients might be tweaked and refined from time to time, but the finished concept remains a specialty you trust in and regularly come back to.

Giving customers a memorable experience requires careful planning, a mix of different components, attention to detail, and consistency combined with adaptability. Here’s six essential elements for this year that will add that extra spice and help position your offering as the go-to-choice:

1. Be full of flavour: Brands need to have a strong, recognisable persona to stand out from the crowd, in much the same way that restaurant menus lay out the choices available. Be clear what you stand for, using concise messaging. Having core brand values and a consistent tone of voice in your communication – from website content to press releases and social media, will make it easier to differentiate you from the competition.

2. Deliver authentic taste: No-one likes food that tastes artificial. Quality creations are crafted with integrity, with flavours that are true to their roots. Audiences have become more discerning and sceptical of information due to fake news being brought into focus. As AI becomes more widespread, it poses challenges too. Trust in information and its origins is a growing concern.

You can expect further algorithm and content updates from Google in 2025, to continue to tackle unhelpful or unsatisfactory, low-quality content. This is often indicated by heavy reliance on automation. People must continue to assess the accuracy of outputs generated and apply creative and critical thinking when using AI tools. You might use a variety of different avenues to fine-tune your recipe but be true to yourself and to your audience. High quality content that puts people first is essential.

3. Use ethically sourced ingredients: This involves procuring items in a way that respects both people and the planet. Reporting on Environmental, Social and Governance (ESG) is fast becoming the norm. 2025 will see greater emphasis on communication of ESG efforts, and having an established ESG framework is now a core strategic priority for businesses.

4. Bring your recipe to life: Food should tell a story, and so should your brand. Build opportunities to influence and connect through a mix of ongoing activity including blogs, press relations, award entries and LinkedIn thought leadership. Express clear opinions aligned to your corporate identity. Keep an eye on the ever-changing social media landscape, including emerging platforms like Bluesky. Don’t try to be everywhere though – pick and choose the most relevant platforms to reach your target audience and provide tailored, personalised content.

5. Show and tell: Much like food tasting sessions, in-person events are often the best way for individuals to get to know you, your brand, and find out what makes you different. People tend to get more out of face-to-face connections at exhibitions and networking events, as this provides opportunities for nuanced conversations. Stay attuned to an evolving trade show landscape, with a shift towards more personalised approaches at large global events and a rise in micro events targeting niche audiences.

6. Go international: Great cuisine often fuses global flavours. Sharing your story internationally can provide huge opportunities to develop your business – as long as you adapt your brand messaging for local markets, media, and audiences.

The best dishes take time, effort, and quality ingredients. Taking shortcuts in your marketing activity or jumping on the latest bandwagon might give quick results, but may lack depth, flavour, and connection. If you’d like our support to ensure your marketing is teaming with vibrant and relevant fresh taste, please get in touch.