What are you prioritising in 2026?
As we head into the new year, we’ve been thinking about what the big strategic priorities might be for marketing leaders. Based on what we’re seeing in the industry – the trends, the pressures, the shifting expectations – these eight themes feel like they could be the ones that matter most. However, we’d love to know which of these resonate with your plans for 2026 and beyond? And what are we missing?
1. Getting clarity on strategy and purpose
Let’s be honest: branding can’t just look good anymore. It needs to mean something real. We’re seeing marketing teams demand that their brand genuinely articulates what the business stands for and where it’s going.
The sustainability conversation has also moved on. “Green” claims without substance are legally risky now that UK regulators are clamping down on greenwashing. If you can’t back it up, don’t say it.
Questions worth asking:
- Does our visual identity reflect what makes us different?
- Can we prove our purpose is real and not just marketing speak?
- Will this help us attract the talent and clients we want?
2. Finding the right balance with AI
AI is everywhere in creative workflows now, and that’s created an interesting tension. It speeds things up and can generate insights and options faster than ever. But there’s a real worry about ending up with something that just looks like everything else.
Marketing leaders aren’t against AI, they just want to ensure it’s being used correctly. AI can’t replace the strategic thinking that makes a brand distinctive.
Questions worth asking:
- How exactly is AI being used in the process?
- Where’s the human element – the original thinking?
- How do we make sure we don’t end up with generic creative output?
3. Proving it’s worth the money
Budgets are tight. Everyone’s being asked to do more with less, and CMOs are having to justify every penny.
Marketing departments are under pressure to produce numbers that prove ROI. Brand tracking metrics, engagement data, evidence that the investment in rebranding or repositioning really delivered value for the business.
Questions worth asking:
- What business results can we expect from this?
- Is it realistic to show what success looks like in pounds and pence?
- How do we track a rebrand to measure ROI post-launch?
4. Being real
There’s a noticeable shift away from the slick, minimalist, but generic company look. People, both customers and employees, are craving something that feels more human, more… real.
Successful brands that are landing well right now have some personality, a bit of imperfection. They feel like they were made by actual people, not a corporate design committee. And in professional services especially, where trust is everything, authenticity isn’t just a “nice to have”, it’s a competitive imperative.
Questions worth asking:
- Does our brand feel like us, or like a stock photo of a business?
- Will our clients connect with this emotionally?
- Can we activate this across all channels without it looking sterile?
5. Making it work everywhere
Here’s a problem we see all the time: the brand looks amazing in the launch deck, and then three months later it’s all over the place. Different offices doing different things. Sales decks that look nothing like the website. Social posts that could be from a completely different company.
The challenge isn’t just creating a good brand system, it’s creating one that people can use consistently without a design degree. And that means thinking like a systems designer, not just a visual identity specialist.
Questions worth asking:
- Do the brand guidelines truly guide, or will they sit in a drawer?
- How do we get everyone across multiple offices to use our visual identity properly?
- Is it flexible enough to work across all our channels without falling apart?
6. Speaking to the right people in the right way
Generic positioning isn’t cutting it anymore. B2B buyers expect you to understand their specific challenges, their industry, their stage in the buying journey. But you also can’t fragment your brand into 50 different things.
The smart marketing teams are building flexible brand frameworks that can adapt messaging and tone without losing coherence. It’s a tricky balance, and it requires strategic thinking from the start.
Questions worth asking:
- Can we tailor this for different sectors without it looking confused?
- Can we personalise our messaging without needing a complete redesign each time?
- How does the brand evolve as our audience or market changes?
7. Covering our backs
This one’s less exciting but increasingly important. Marketing departments are now much more aware that what you say in your branding can have legal and compliance implications, especially around sustainability claims.
For firms in regulated sectors such as legal, financial services and healthcare, the stakes are even higher. A misrepresentation isn’t just bad marketing, it could be a regulatory issue.
Questions worth asking:
- Can we actually prove what we promise?
- Has legal and compliance signed off on this messaging?
- Are we creating any unintended risks around IP, diversity, or cultural sensitivity?
8. Building something that lasts
Nobody wants to go through a major rebrand every three years. The best marketing leaders look for identity systems that can evolve gracefully, rather than following whatever’s trendy right now.
That means thinking ahead: What happens when short-form video becomes even more dominant? When AR/VR goes mainstream? When the next platform emerges? Your brand needs to be adaptable enough to go there without needing a complete rebuild.
Questions worth asking:
- Will this still feel relevant in three years?
- Can it stretch to new formats and channels as they emerge?
- Are we building in enough flexibility to evolve without starting from scratch?
So, over to you
These are the big challenges we’re seeing as potentially critical for 2026. But every business is different, and every marketing leader has their own list of priorities and pressures.
What’s on your list for the next 12 months? Which of these feels most urgent for you, and why?
We’d really love to hear what you’re wrestling with. Please get in touch and let’s see where the conversation takes us.
