29 january 2026
Branding in 2026: trust, personal brands, and new identity
Every year, branding promises a “new era.” This year, three major shifts are clearly emerging. First, agentic AI is changing the very logic of branding and marketing: from strategy to daily decisions. Second, personal branding is no longer a “performance” and is increasingly becoming an asset: with control, its own audience, and real relationships, rather than reach for the sake of reach. And third, visual identity is evolving from a set of static elements into flexible systems that work with feelings, experience, and context, not just form. So, here are the key branding trends that will define brand strategy, personal brand development, and identity design in 2026. Strategic branding: AI agents, the human factor, and experience In 2026, simply “being visible” is no longer enough. AI agents have fully entered the game and are increasingly influencing people's choices. Not as...