To get you started, here are 10 actionable resolutions to help your brand thrive and connect in 2025.

Every January, I make a bunch of personal resolutions: lose weight, get fit, read more, finally master the guitar…you get the idea. Some years, I get close—other years, well, let’s just say I ain’t no Eric Clapton. Chances are, you have your own personal goals too.

But here’s a question: do you make New Year’s resolutions for your brand?

Brand resolutions aren’t the same as business or financial goals. Business goals focus on measurable outcomes—revenue growth, market share, ROI. Resolutions, on the other hand, are about fortifying the soul of your brand: the emotional connections, the values, and the experiences that resonate with your audience.

Don’t sweat it. I got you covered. As the calendar flips to 2025, here are 10 New Year’s resolutions your brand should consider adopting.

1. Build deeper emotional connections. A study by Capgemini revealed that emotions have the strongest impact in driving consumer loyalty. Patagonia thrives on its purpose-driven branding. From its counterintuitive sustainable “Don’t Buy This Jacket” campaign, Patagonia creates emotional bonds with environmentally conscious consumers.

2. Personalize the customer experience. According to McKinsey, 71% of executives understand customer motivations is critical for growth, but 54% admit they lack the necessary insight. Netflix’s recommendation engine, powered by machine learning, accounts for 80% of the content watched on its platform. By tailoring suggestions to individual preferences, Netflix keeps its audience engaged, reducing churn and increasing viewing time.
3. Commit to sustainability. Sustainability is no longer a “nice to have”; it’s an expectation. Capgemini research highlights a strong connection between sustainability and core-business benefits including increased customer loyalty and brand revenue. Ikea’s circular economy initiative—offering buy-back programs, refurbished furniture, and products made with renewable materials—has not only reduced waste but also strengthened customer loyalty.
4. Master the art of storytelling. Great brands don’t just sell products; they sell stories. Patagonia’s “Don’t Buy This Jacket” campaign is a standout example of effective advertising that uses unconventional tactics to convey the brand’s values and message.
5. Stay agile with trends. In a world where trends are born and die on TikTok in days, staying relevant means staying agile. Brands that anticipate trends see higher customer engagement rates. Ocean Spray found unexpected fame when TikToker Nathan Apodaca’s video of himself skateboarding to Fleetwood Mac went viral. The brand embraced the moment, resulting in a 20% spike in sales and a social media resurgence.
6. Double down on transparency. In 2024, trust is a non-negotiable currency. Capgemini’s report found that emotions have the strongest correlation to loyalty over rational factors and brand values. Fashion brand, Everlane’s “Radical Transparency” model breaks down the cost of every product, from material sourcing to manufacturing. This approach has built a fiercely loyal customer base and a reputation for honesty in a crowded fashion market.

7. Reassess your social media strategy. Consumers are increasingly wary of performative activism and generic content. Social media management platform, Sprout Social found that 73% of people want brands to showcase authenticity on social media. Duolingo has taken TikTok by storm with its quirky, unpolished content featuring its owl mascot. By embracing the platform’s chaotic humor, Duolingo has garnered over 6 million followers and redefined what engaging social content looks like.
8. Deliver seamless omnichannel experiences. PwC research shows that 86% of buyers are willing to pay more for a great customer experience. Sephora’s integrated beauty experience allows customers to shop seamlessly across its app, website, and stores. Features like virtual try-ons and app-based consultations contributed to a 20% increase in customer retention.
9. Invest in employee advocacy. Your employees are your best brand ambassadors. LinkedIn reports that content shared by employees receives 8x more engagement than content shared by the brand itself. Starbucks leverages its employees, or “partners,” to embody its values. From offering tuition assistance to promoting inclusion initiatives, Starbucks’ internal culture translates to external goodwill, helping it maintain its leadership in the coffee industry.

10. Take risks and innovate. Without risk, there’s no reward. A Gartner study found that brands that experiment and innovate grow 2x faster than those that don’t. Apple’s Vision Pro, launched in 2023, may seem futuristic (and expensive), but it underscores Apple’s willingness to bet on bold innovations. This risk-taking reinforces its position as a tech pioneer and keeps its audience loyal—even when competing products are cheaper.

Unlike those personal resolutions to lose weight or read more, these brand resolutions have the potential to stick—if you’re intentional about them. Because while it’s easy to make resolutions, sticking to them is what makes the difference.

Happy New Year!