3 Tech Trends Shaping The Future of Brand Strategy

Keeping up and staying competitive means knowing what technology is going to cause change in the coming years. And better yet, how to apply it to your brand strategy.

With the world constantly changing, it can be hard to predict what’s to come. With the rise of automated technology being able to perform once human-only tasks at increasing speed, the future can feel uncertain. However, if we look at the current technology in use today, we can find some clarity on where the future is headed. And what that means for the future of brand strategy.


Immersive Experiences

Brands have been shifting towards developing and delivering exceptional experiences. Some brands have been providing amazing experiences for the past half-century. Brands such as Disney, Delta, and Starbucks all fit this model. Other brands offer more of a transactional experience, leaving a gap in the brand-customer relationship. As technology continues to become more interactive with both virtual and augmented reality coming to market, brands have an opportunity to enhance and develop new, more engaging customer experiences. Think of the evolution from screens and laptops to glasses (Google Glass, Snap glasses) with a heads-up disply attached to your mobile phone providing you all the daily information desired.

How This Applies to Brand Strategy
 From a brand strategy perspective, this is an incredible opportunity. Technology is advancing to allow seemingly any industry the capability to present data in new ways for their customers. Augmented reality, think Pokemon Go, is the next step to transforming experiences that otherwise may include a number of cumbersome steps.

While this technology is still new on the market, be thinking about applications and accessories that your company could help pioneer to jump on the latest technology trend over the next 2–3 years.

Self-Deleting Apps

Cyber attacks, data being held for ransom through malware, and the growing number of data breaches has brought a lot of uncertainty and fear to the internet. Encryption and disposable communication are increasing in popularity as consumers are looking for ways to protect themselves and their confidential information.

How This Applies to Brand Strategy
 From a brand strategy perspective, this not only applies to your customers by ensuring that their data is secure and safe, but also is critical to your employees well-being. Human resource related issues, exchanging financial information, and social security numbers are all critical areas that need to be secure. Technologies such as Dust (mobile app that destroys all records of message after a period of time or on opening) are inexpensive and offer a solid solution.

As you think about the culture, values, and ethics of the brand you are shaping, consider what senstive transactions are performed daily and how encrypted or self-deleting apps could help keep aligned with your brand’s values and principles.

Big Data for Everyone

As more and more companies are coming online, there is a growing list of web based social media marketing tools or sales workflow automation via software as a service, or SaaS. These services make up the term “big data” that is typically reserved for research scientists and corporations.

As more companies invest in these technologies, two things happen: the cost goes down and sophistication goes up. There is an opportunity for small and micro companies to take advantage of big data, tailoring solutions via the many platforms available online.

How This Applies to Brand Strategy
 From the brand strategy perspective, understanding big data and using it to enhance brand experiences can create an intimate relationship with your customers. Tailroing and personalizing an online experience through marketing automation and predictive analytics allows brands to design experiences that customers will enjoy and want to come back to.

Closing Thoughts

There is a big opportunity to take advantage of the emerging technology and tailor it to your brand strategy. How your brand decides to enhance their products, services, events, and/or experiences will depend on the values, beliefs, and principles that guide the organization. While we can’t predict the future, we can understand the next wave of technology and how it can be applied to brand strategy to improve the customer experience.

What do you think about the emerging technology trends? How will it affect your brand strategy? How will you begin to take advantage of the technology to be prepared when it hits mainstream? Leave a comment below or tweet me on Twitter @BWarsinske.

Originally published at BrandedWorld.co.