How Small Brands Are Leading the Way

In Part 1 of our 2025 Marketing Trends series, we explored five key trends that are shaping the way brands connect with their audiences this year. From AI animations to personal storytelling, these trends may sound like big-budget moves for major brands, but here’s the truth: small businesses, freelancers, and coaches can absolutely tap into these strategies too.

In Part 2, we’re spotlighting some creative, up-and-coming brands that are already bringing these trends to life. Their examples prove that you don’t need a massive budget to stand out—just creativity, intention, and the willingness to try something new. Let’s dive in.

Trend 1. AI Animations & Visual Content

Why it works: AI is revolutionising the way brands create content, making it easier than ever to design animations and visuals that grab attention and tell a story.

Who’s doing it well?

Maison Meta: A leading generative AI agency transforming fashion and luxury brands with AI-driven design, campaigns, and innovation.
Erewhon Market: Known for their aspirational content, this boutique grocery brand uses AI-inspired visuals to elevate everyday items (like smoothies!) and make them feel luxurious and exciting.

How you can try this: AI might sound intimidating, but tools like Canva and LottieFiles make creating animations surprisingly simple (and budget-friendly). Why not start by animating your logo or adding subtle motion to your social media posts? It’s a small step that can make a big impact on how people perceive your brand.

Trend 2. Personal Storytelling

Why it works: People connect with people, not faceless brands. Personal storytelling builds trust and creates an emotional connection with your audience.

Who’s doing it well?

TWOOBS: This eco-conscious footwear brand keeps it real by using humour and relatability in their storytelling. Their Instagram captions and campaigns feel like chatting with a funny, down-to-earth friend who also cares about the planet.
Frank Body: With their cheeky, conversational tone, Frank Body’s storytelling feels personal and authentic. Whether it’s sharing the inspiration behind a product or writing from the “voice” of their products, they’ve nailed the art of relatable content.

How you can try this: You don’t need a professional copywriter to tell your story—just be yourself. Share a moment that inspired you to start your business or give your audience a behind-the-scenes look at your process. The more real and human your content feels, the more your audience will connect.

Trend 3. Hybrid Experiences

Why it works: Blending online and offline experiences creates deeper engagement and makes your brand more memorable.

Who’s doing it well?

Heaps Normal: This non-alcoholic beer brand runs in-person events like live music gigs while sharing online content that highlights their "choose your normal" ethos. By connecting with customers both physically and digitally, they’ve built a strong community.
Pip & Nut: A UK-based nut butter brand, Pip & Nut creates pop-up events while sharing recipe ideas and tips online. This hybrid approach extends the customer experience beyond a single interaction.

How you can try this: Think about how you can bring your audience closer to your brand, both online and offline. Could you host a local workshop, a pop-up shop, or even a live demo? Then amplify the event online by sharing highlights, photos, or livestreams. Small, creative events can make a huge impact.

Trend 4. Values & Sustainability

Why it works: Today’s customers want to support brands that align with their values and take action, not just talk about them.

Who’s doing it well?

Sisterworks: This Australian social enterprise supports refugee and migrant women by selling their handmade products. Their messaging highlights the personal stories of their makers, making the brand’s impact tangible and inspiring.
Who Gives a Crap: This toilet paper brand mixes humour with purpose. By clearly communicating their mission to donate profits to building toilets in developing countries, they’ve created a loyal, values-driven customer base.

Image source: Who Gives a Crap Instagram

How you can try this: Think about what your brand stands for and how you can take real, tangible action to reflect those values. Share your efforts with your audience—whether it’s using sustainable packaging, supporting a local cause, or sourcing ethically. Even small steps can resonate deeply when communicated authentically.

Trend 5. Building Community

Why it works: Community-driven brands don’t just sell products—they create belonging, turning customers into advocates.

Who’s doing it well?

Spell & The Gypsy Collective: This Byron Bay-based fashion brand has cultivated a loyal fanbase by sharing user-generated content and creating a dreamy, boho aesthetic that customers want to be part of.
Thankyou: A social enterprise selling hygiene and water products, Thankyou actively involves their audience in decision-making, like voting on donation initiatives. This approach makes their community feel like co-creators of the brand’s impact.

How you can try this: Start by engaging your audience on social media. Ask them for feedback, create polls, or highlight your customers’ stories. Community building is about making your audience feel seen, heard, and part of something bigger. The more connected they feel, the more loyal they’ll become.

Bringing It All Together

The best part about these trends? You don’t need a massive budget to start using them. Small businesses, freelancers, and coaches are often the most agile and creative—and that’s your advantage. By experimenting with these strategies, you can build stronger connections with your audience, stand out in your industry, and grow your brand with intention.

So, which trend are you excited to try first? Remember, marketing isn’t about perfection—it’s about connection. Start small, stay consistent, and watch your efforts evolve.