What will 2026 hold for brand communications?

Talk to anyone in brand or marketing today, and artificial intelligence comes up almost immediately. We’re hooked on the time-saving AI creates day-to-day: from copy editing and research to planning and meeting admin.

But when we look ahead to 2026, inspiration isn’t coming from AI-generated summaries. It’s coming from real conversation and connection. Talking generates originality in a way that can’t be created artificially: new ideas are tested by community, challenged by perspective and built upon with creativity.

The brands and agencies that stay ahead in 2026 will do so by retaining what’s intrinsically human: risk-taking, connection and a real understanding of what makes audiences tick.

Creative risk-taking will define successful brands 

Creative risk needs to sit at the centre of strategies in 2026. 

Kantar’s 2026 marketing trends highlight that “brands that make experimentation their default will grow and shape the future.” The key is ensuring innovation is true to the brand, not driven by chasing trends or imitating competitors. 

In a market saturated with high-volume content, distinctive creativity is a competitive advantage.  

Creating connection builds lasting brand value

Our client work consistently shows that community-led brand activity creates value. 

A recent example is our work with long-standing client EGGER. We developed a brand strategy for EGGER LONDON – an immersive physical space in Clerkenwell, at the heart of the UK design community. While designers and specifiers can access product information and trends online, there remains a strong demand for real-world brand experiences, conversations with experts and shared spaces. 

That human connection is what drives engagement and builds long-term brand equity. 

The same principle applies across B2B and B2C sectors: 

• The heritage and values of a family business like Dicksons. 

• The close relationships between traders and customers at Grainger Market. 

• The human stories that are central to communications for Fresh and Balance. 

Across both B2B and B2C, effective brand communications in 2026 will hinge on real human connection. 

Perspective leads to better storytelling

The rise of “storyteller” roles in the corporate world reflects a growing recognition that compelling brand narratives require empathy and audience insight.  

Those core ideas for the strongest stories come from: 

• Rigorous research 

• Listening to niche online and offline communities 

• Understanding real customer motivations and behaviours 

As audiences become increasingly fatigued by generic, AI-assisted branded content, nuanced, human-led storytelling will matter more than ever. 

This approach isn’t new — but in 2026, it will be essential. 

Looking ahead to 2026 

At Gardiner Richardson, we thrive on new conversations and connections. Get in touch if you’re looking for a fresh perspective on brand communications in 2026. 

0191 261 4250 / [email protected]