From Strategy to Success: Your Brand in 2025

2024 brought significant movement in the branding landscape. With Remarkable, we supported more than 300 brands in their Strategic Brand Development, combining strategic, creative, and legal expertise.

As we reflect on 2024 and look ahead to 2025, we ask: What can businesses do to make their brand stronger and future-proof?

Key trends are emerging that will shape the year ahead. From brand architecture to reporting, from digital brand applications to AI-powered brands—here’s our perspective on the most important branding trends and strategic opportunities for 2025.

1. Brand Architecture after M&A

Last year saw numerous mergers and spin-offs, raising the question: What is the ideal strategy? Should everything fall under a new brand, should existing brands be retained, or should we work with sub-brands? The degree of brand integration is a crucial factor in the success of a merger or acquisition—both at the corporate and product levels—ensuring clarity within the portfolio for both internal and external stakeholders.

• What’s the solution? Smart brand architecture creates clarity, reduces costs, simplifies the creation of new brands, and provides the flexibility to sell brands when the market demands it. This approach offers both adaptability and sales opportunities. On the other hand, maintaining a brand requires time, resources, and budget.

• What does this mean for you? Ask yourself these questions:- Should we retain or merge brand “X”?
  – Can we separate brand “Y” into an independent entity?
  – How do we ensure customers understand what belongs where?Pro Tip: A brand architecture workshop helps you look ahead. By optimizing your brand structure, you can avoid unexpected decisions in 2025.

2. Naming: It’s getting busier, more refined, and more creative

Creativity meets strategy. The world of naming is becoming increasingly competitive. Companies don’t just need a name that stands out—they need one that is legally available. In 2024, the shift from Benelux-focused to EU-wide availability has become almost complete. The most commonly chosen regions for name development are the EU, UK, USA, and Canada.

The challenge? A name must be creative above all else, while also being linguistically correct, free of cultural connotations, and legally available in your active regions. In 2024, nearly 65% of new names created externally failed due to legal constraints.

• What’s the solution? Our unique creative-legal methodology bridges these challenges, delivering a shortlist of available, creative names ready to conquer the market. We’d be happy to tell you more about it.Pro Tip: Invest in professional name development. Your name lasts longer than your logo or website and is the first thing your audience will remember. It saves time, avoids unforeseen costs, strengthens your brand identity, and prevents legal issues after your name’s launch.

3. The Revival of Differentiation?

We’ve seen many brands evolve and update their visual identities over time, but too often they fall into the trap of blanding. Always aim to go against the trends and ensure your brand is well-identified and differentiated within your market. Use distinctive brand elements or a strong emblem that extends across your visual style and identity, building recognition and value in the minds of your audience.

• The trend? We’re shifting from “less is more” to “less is boring.” Maximalism embodies uniqueness, boldness, and recognizability. This translates to more character, strong graphic elements, vibrant colors, and contrast.
• The solution? Logos need to stand out more in the market and tell stories. Consumers want brands that feel unique and authentic. Your name and logo should also serve as a foundation for clear internal and external storytelling, supporting initiatives like employer branding or reporting.

Conduct a visual audit of your brand. Is your logo and visual identity up to date? Are they being respected by your graphic teams?

Pro Tip: Consider revisiting your visual identity with a modern approach. Avoid a full rebranding if a logo update suffices—don’t throw away the equity you’ve built. Combine simplicity with powerful typography and ensure your logo exudes character.

4. ESG (Environmental, Social & Governance) Branding

Sustainability isn’t an add-on; it’s the core. In 2025, sustainability won’t just be important—it will become mandatory for many companies to report on it. Businesses will be judged on their impact. ESG strategies go beyond green campaigns; they need to be integrated and tangible within the brand strategy.

• The challenge? ESG shouldn’t just live in an annual report. Customers and investors demand evidence-based communication: concrete examples of how your brand is making an impact.

• What’s the solution? Integrate your ESG goals into your brand strategy. Show what you’re doing—think of certifications, sustainability seals, and visual icons that reinforce your efforts. Ensure your story is tailored to the appropriate level and supported by clear, visually compelling reporting.Pro Tip: Be cautious about what you claim on packaging or in communication. Especially in the food sector, it’s critical to understand the applicable regulations for your product.

How Remarkable Prepares Businesses for 2025
At Remarkable, it’s not just about strategy—it’s about action. Together, we build long-term strategic brand development through:

• Brand strategy and architecture workshops for your portfolio
• Creation of compelling names and brand identities
• Research and protection of brands during international expansion

Questions about your strategic brand development for 2025? Get in touch!