More often than not, the entrepreneur assumes that other people will intuitively “get it” when it comes to their brand. It should be obvious, right? No, not quite. Unless you take the time to explain yourself and accurately inform and show the public, they probably won’t take the time to figure it out, and will either come up with their 
own erroneous interpretation, or won’t think about you at all. Tell your story — don’t leave it to others to define you.
Creating a brand isn’t as simple as just coming up with a clever pitch and purchasing unique marketing materials. The brand is also PERSONAL. It encompasses what people perceive about you, based on what they discover upon research, how you interact with all people (most importantly, those who you and the brand will NOT benefit from), what kind of people you associate with, what leadership roles you’ve taken on, the type of content you’ve created, the ideas you promote and more. A lot of unsuccessful entrepreneurs assume that as long as they have articulated how they would like to be seen by others, it will take care of itself. I am sorry to report, that it actually takes work, which means living out your brand consistently, each and every day. If people sense even the slightest disconnect or hint of invalidity, it renders everything else moot. You need to ensure that every action you take is in tune with the frequency you would like not just the world, but the Universe, to receive you on, and a lot of people simply aren’t willing to put forth that effort.
According to Landor.com, here are 5 key trends recognized for 2016:
Offline is the new online: Online shopping threatened to eradicate the traditional retail experience. However, customers once again want in-person interactions
in the real world. Brands are responding by returning to brick-and-mortar stores, combining the service consumers expect from a physical store with the information, flexibility, and customization they get through digital. Even historically online brands are believers. Amazon just opened its first bookstore in Seattle, where customers can browse books and also read customer reviews.
Branding goes multi-sensory: Brands will need to think about the entire cu
stomer experience as they craft brands. In addition to logo design and look and feel, companies will explore all the senses to create unique worlds for consumers. Four Seasons, for example, uses an air system to diffuse custom scents throughout its properties. Virgin relies on personalized screens, on-demand food and beverage ordering systems, and iconic purple lights to ensure its flying experience is like no other airline.
Employees as the new marketing campaign: Catchy slogans and entertaining commercials used to be enough for brands to make an impact. Now, customers care as much about employees’ opinions and how companies treat employees as they do about the services a company 
offers. In 2016, brands will place more emphasis on training their employees to be brand ambassadors. They will also strive to be more vocal about publicizing the efforts and services they provide to create a positive work experience for employees. REI recently announced #OptOutside, an initiative where it is closing all stores on Black Friday and paying employees to spend time outside reconnecting with family and friends.
Life in the very fast lane: Today, consumers want convenient, seamless experiences faster than ev
er before. Brands will create quicker ways to serve customers. Starbucks permits customers to order ahead so their coffee is waiting for them at the counter, while Taco Bell’s app makes fast food even faster by enabling online ordering and pickup.
Packaging tells a story: Packaging will go beyond the logo, as it becomes an extension of the product, revealing its character, telling its story, and making a real connection with consumers. Scholz & Fri
ends created a new packaging concept for watchmaker Festina in which Festina’s waterproof timepieces would come sealed in bags of water. Other concepts have been developed such as the much talked-about idea for the Nike Air shoeline, placing the shoes in see-through air cushioned packets that make them appear to literally float on air. We expect to see concepts like these become reality in 2016, moving from innovative ideas to engaging packaging that helps convey brand truths.