Listening Intelligently #8 | Brand Strategy is Evolving

In our latest short blog, we discuss the 3 Ways Brand Strategy is Evolving and the key things to think about for 2025

As we enter the last couple of months of 2024, we’ve been reflecting on how brand strategy is evolving. Traditional brand strategy focused on positioning and differentiation. But in 2024 we saw fundamental shifts in how successful brands are being built. Here’s what we believe is changing…

First Evolution: Community Over Communication 

Brands that win aren’t just talking TO their audiences anymore – they’re building WITH them.

It’s not about perfect polish, it’s about perfect participation

At Hello Finch we work with a lot of young entrepreneurial talent and this is a key message we have on repeat – it’s not just about likes it’s about engagement. 

The most successful brands we work with are spending 60% of their energy on community building and 40% on traditional marketing. This is literally inverted from five years ago.

Second Evolution: Radical Transparency

The era of carefully curated brand personas is over!

Today’s consumers can spot manufactured authenticity from miles away. They’re demanding real behind-the-scenes access.  One of our favourite Instagram Accounts is @DearCocoLondon* – Ant Duckworth, the Founder embodies Radical Transparency and we encourage all of our clients to take a look at his masterclass approach.

Third Evolution: Micro-Moment Marketing 

Instead of big campaign pushes, winning brands are mastering the art of showing up consistently in small, meaningful ways. It’s about being present in decision-making moments.

This shift requires a fundamental rethink of how we structure brand strategy

The old quarterly campaign model is being replaced by always-on, adaptive approaches that can respond to cultural moments in real-time.

One of our strategic investments ttagz embraces this approach – by engaging everyday customers in your brand, you retain their loyalty for a lifetime. 

In summary, the brands that will win in 2025 aren’t just adapting their messaging – they’re transforming how they operate.

Strategy isn’t an annual exercise anymore. It’s a daily practice.

Thoughts? What shifts are you seeing in your industry? 

Hello Finch. Listening Intelligently.

*Find Dear Coco Coffee at Strand-on-the-Green and The Gessner… we reckon you’ll be hard pushed to find a better ☕ and for those out of Londoners, Ant has his on brew available through his website 😉