These trends are defining the branding world right now. Everywhere you look, companies from the smallest small businesses to the largest international corporations are hopping on these bandwagons. Whether you decide to go with the flow or be a trendsetter yourself, start looking for these five hot branding trends.

Value. In an endlessly downward spiraling economy, Americans are looking to get the most bang for their buck. This doesn’t always mean buying the cheapest option, but rather the one with the most value. Upscale stores and discount retailers alike are spinning their products as high value—that is, they offer a lot of benefit for the amount of money they cost. This is a distinct rebellion from the blingy-ness and over the top luxury that have reigned much of the past decade. Companies from J. Crew to Tide laundry detergent are touting the high value of their products, and this is a message that should stay relevant well into the foreseeable future.

Accountability. Consumers are wary after having seen too many industry giants exposed as frauds. Whether your message is about eco-friendliness or the lowest prices around, you can no longer state what your brand stands for and leave it there. An increasingly savvy consumer base demands that you back up you claims with actions and facts.

Social Marketing. You have likely already noticed that this is on the rise; almost every company has a Facebook account and a long list of daily Tweets that you can sign up to follow. While social media is white hot, don’t expect it to overheat anytime soon. Studies are finding that this free method of marketing is as effective as or even more so than expensive ad campaigns. Companies everywhere should be jumping on the bandwagon in the next year.

Uniqueness. There was a time when people yearned for the conventional, but that time is resoundingly over. The market is getting more saturated with every passing minute. Creative ideas and new spins on tried and true classics are a dime a dozen now. In a world where there is nothing new under the sun, truly unique ideas are the ones that stand out. If you have a business with a completely unique attribute, this should be a core part of your brand.

Higher Expectations. This is largely a product of the drive toward value, uniqueness, and accountability. Consumers are expecting more from the businesses they deal with in every single area. However, the focus on economy demands that these high hopes be met without raising the price. Can you satisfy an increasingly finicky public while keeping costs down? This is the question that many small business owners are struggling to answer.

It’s a changing market, but knowing the new rules will make it easier for owners to stay in the game. Branding has never been so complicated, but it has never been so important either. Luckily, there are branding consultants to meet these needs, helping business owners develop a brand that will help them succeed in this millennium and beyond.

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