TL;DR:
Standing out in today’s visual communications industry requires more than visibility; it demands connection. Brands that succeed in 2026 will be those that combine bold, audience-led creativity with consistent messaging across digital, print, and in-person experiences. As platforms like LinkedIn evolve and customer expectations shift, businesses must adapt their content strategies, prioritise authentic engagement, and remember that people connect with brands that understand and inspire them.
BOLD & HUMAN: CREATING PR THAT CONNECTS
Last year, I participated in an interview where the journalist asked me, ‘What are your top tips for print service providers that want to stand out in a crowded online world?’ My answer then was, and remains: don’t be afraid, connect with your customers, be bold!
In the digital world, standing out isn’t just about saying what makes you different; it’s about showing it, testing it, and being prepared to adapt as your audience’s needs and behaviours change.
To be clear, I don’t mean being bold for the sake of it, by saying divisive things or putting out outrageous clickbait content. This always harms in the long run. What I mean is taking the time to understand an audience and then creatively applying that insight to your content, not just on your social channels, but cohesively on your website, throughout printed campaigns, stand booths, open houses and within your brand identity itself.
This is also a stress test; what resonated 10 years ago may not cut through today.
So, in the spirit of sharing actionable tips, here’s what visual communications professionals looking to improve their brand engagement in 2026 should consider…
Connection propels growth
Having started as a journalist and then moving on to work across several sectors in my career, the one thing that’s always been true is this: people want to connect. And as hybrid and full-time remote working increases, this is truer than ever.
Whether in print, plastics, packaging, signage, or textiles, your customers are still consumers. They want to feel something. They want to connect.
But- and it’s a big one- only with brands that inspire and understand them.
So, why is it then that so many brands don’t speak with their customers like they’re humans, instead of faceless buyers?
In-person events remain key: show, don’t tell
Colour. Vibrancy. Scale. Different substrates. Finishing options. Effects.
These are things that don’t (and can’t!) have the same impact on screen.
They are things that prospects need to see, and if done well, experience, to truly appreciate the value you offer.
That’s why, despite the incredible reach that digital platforms can yield, connecting in person remains key to the success of businesses across the visual communications industry. But, as every marketing lead who’s experienced a launch or an event that felt chaotic and overwhelming can attest, creativity without a plan is not enough. After all, a plan that doesn’t closely align with sales and broader commercial objectives simply won’t deliver value.
The great news is that all producers already have the raw materials to connect with their audience; after all, what they’re producing is their biggest marketing and PR opportunity!
What’s needed is to join these brilliant and highly visual examples with a key ingredient: an integrated plan that will allow you to leverage your strengths with consistent, joined-up messaging across multiple channels.
Digital platforms are changing – are you changing with them?
Perhaps because this is an industry that relies on offline connections as much as it does its digital ones, the one thing many businesses underestimate is just how quickly digital platforms evolve.
For example, over the past year, you’ll surely have noticed social media posts increasingly featured in search results. That means the content you share on your personal social profile and company page now actively helps or hinders your brand’s search visibility. Therefore:
- Check what you’re sharing.
- Be consistent.
- Don’t be annoying, 2- 3 quality posts a week are better than 5.
This last point has been a strategy which we’ve counselled our clients on for some time. But this year, it’s more important than ever as LinkedIn has changed its algorithm (again)!
This is a major overhaul, and it’s recent, so still being analysed, but the guidance and consensus from those trying and testing it is that it is measuring and prioritising human-to-human quality content.
For those running their own pages: have you looked into what that means for the format, frequency, or type of content you’re sharing?
And if you’re working with an agency, have they proactively discussed what, if anything, needs to change?
Remember: no connection is ever static. That’s why being successful and standing out in today’s environment requires a dose of curiosity, a dash of boldness, and above all, a willingness to adapt.
Luckily, this is an industry that has these in spades.