Already in January, and your brand is still on the to-do list? Risky.
According to the “Back to Human: La vuelta de lo auténtico (The Return of the Authentic)” report by Comuniza and Brandemia, 63% of industry professionals say branding will be very important in 2026. And this isn’t about chasing visual trends or refreshing a logo for the sake of it. The strongest tech brands are using branding as a strategic lever. They clarify positioning, simplify messaging, and design experiences that feel human, trustworthy, and memorable.
Here are the 6 branding moves tech startups can’t afford to skip in 2026 if they want to stay relevant and make a lasting impression.
To help you move faster, we’ve put together two free tests that remove friction from your branding work in 2026.
- Clarify your brand strategy: Brand Archetype Test
- Refine your messaging
- Create your brand story
- Go back to human
- Treat your website like a core product
- Learn the basics of Figma and Webflow
- Bonus test: Is your brand ready for 2026?
1. Clarify your strategy before you touch anything else: Brand Archetype Test
In a world loaded with tech options, how does your startup stand out? 59% of industry professionals agree that strategy comes first*. Your brand’s positioning is the foundation upon which everything else is built, from your visual and verbal identity to your website and user experience.
A precise value narrative helps you articulate who you are, what you offer, and why it matters. Without a clear brand strategy, your communication can become muddled and ineffective.
How do you create the basics of your brand strategy?
This is how you should approach your strategy:
- Align your internal stakeholders. They need to be on the same page to prepare your startup for growth.
- Define your value proposition. What makes you unique in the marketplace?
- Define your brand values. What principles will guide your startup’s direction?
- Analyse your competitors - visually! It’s easy to focus on their USPs, but have you ever had a closer look at their branding? How do they talk to their audience? How do they visually communicate their message?
- Define your brand personality. Which archetype matches your brand? Take our test and find out!
2. Refine your messaging: Less bulls***, more on-point wordings
“Making data-driven decisions” was the “making the world a better place” of 2025. We’ve all had enough of generic phrases like “unlocking the potential”, “empowering users”, and “redefining the future of the industry”.
Tech investors and users expect clarity, not buzzwords without value. Also, long paragraphs and sentences lead to higher bounce rates. After all, who wants to read a master's thesis when looking for a tech solution?
Cut through the noise with straightforward language and make each word count. Skip the fluffy phrases and get to the point.
How does a good value proposition statement read?
For instance, in your value proposition statements, answer the basic questions “what, how, why” in as few words as possible.
Compare:
Clear: (Company) helps ticketing providers to streamline their customer relationship management (what) with an integrated suite of apps (how) that enable sales, service, marketing, and more to collaborate on a single platform (why).
Vs.
Unclear: (Company) empowers ticketing providers to optimize their end-to-end customer experience ecosystem through a next-gen, integrated suite of apps, empowering sales, service, marketing, and customer success teams via a unified, scalable platform, enabling efficient collaboration and real-time actionable insights for unlocked growth.
3. Create your brand story: Emotions stick easier than pure sales mechanisms
Purely transactional messaging has lost its appeal. People remember stories that trigger emotions, not just sales pitches.
A strong brand narrative is critical for building brand equity. In the tech world, where many companies offer similar value propositions, emotional branding sets you apart. It turns your product into a memorable experience rather than just a tool. That’s why the best branding agencies choose a strategic approach to branding, connecting strategy to brand story and product.
Reacting emotionally to an experience has been shown to significantly improve memory retention.
Research by New York University* suggests that this effect can last up to 30 minutes after the emotional stimulus occurs. In branding, this matters more than ever. Emotionally resonant tech branding creates impressions that outlive feature lists and product demos. When startups build brand identities that connect on a human level, their products become easier to remember, easier to recognize, and more likely to be chosen again. Emotional connection strengthens brand recall and, over time, builds loyalty that pure functionality alone cannot achieve.
4. Go back to human: Users expect you to have AI, they don’t want to see it
AI is everywhere in tech, but shouting about it won’t win over customers. The reality is, users expect AI to be seamlessly integrated into your product—they don’t need a hard sell. In fact, it could be counterproductive to shout “AI” everywhere, as some users may have security or privacy concerns.
According to the Comuniza and Brandemia study*, 2026 will see a shift toward “Back to Human” branding. This isn’t about promoting your “cutting-edge, next-gen AI tool”; it’s about blending technology with human connection.
Focus on outcomes rather than the technology itself. Users want to know how your product solves real problems, not just that it’s powered by AI. For example, instead of emphasizing AI features, focus on how AI helps users achieve their goals.
Back in time: Nostalgia as branding element
Another trend worth noting goes beyond Back to Human. It goes back in time. Nostalgia is deeply emotional and particularly strong among Gen Z and Millennials. In a climate shaped by economic uncertainty, political tension, and constant change, the past often feels more stable than the present. Nostalgia reinforces a sense of continuity and can make brands feel familiar, reassuring, and trustworthy.
While B2C brands have traditionally leaned into nostalgic cues more easily, B2B SaaS companies can also benefit from this approach. Subtle references to familiar tech patterns, classic interface logic, or restrained visual systems can signal reliability without feeling outdated. Used thoughtfully, nostalgic elements help tech brands communicate trust and maturity while still demonstrating modern capabilities.
5. Treat your website like a core product
A startup’s website is often the first impression. 70% of respondents in the Brandemia study believe user experience is the most critical factor when evaluating a company’s credibility. So, why not treat your website like a product in its own right?
A website redesign in 2026 is not just a cosmetic update—it’s a strategic investment. From clear information architecture to compelling product storytelling, your website should function as a dynamic sales tool that drives conversions and engages users.
What should tech startups focus on in webdesign?
- Hierarchy: Easy navigation with a clear user flow. Users should know exactly what happens when they click on a button.
- Performance: Speed and responsiveness are crucial. Don’t let fancy 3D illustrations slow down load times or cause high bounce rates.
- Trust signals: howcase testimonials, case studies, and certifications. Video testimonials are particularly effective for building trust—back to human.
- Clickable product demos: Integrations such as Storylane make it easy for tech startups to showcase the interface and the basic functionalities of their product. Allow users to explore your product directly on the website, without barriers like email sign-ups. The idea of receiving another 837 spam messages can be pretty scary.
- Scalability: Your startup website should not just support your current needs but also be flexible enough to evolve as you grow, with template pages, for instance. They allow teams to add feature pages, industry pages, and, of course, blog article pages easily, as they can be easily replicated in Webflow.
- Visual consistency: Ensure the homepage sets the tone for the rest of the site. Consistency in color, fonts, and imagery ensures a seamless experience, for web pages and for dashboards.
Have a look at the Crypto startup Moonlet’s website and staking dashboard: the visual identity is seamlessly applied to both, creating a consistent and trustworthy brand experience. Check out the case study for background information on the branding.
6. Learn the basics of Figma and Webflow
For startup teams, having basic knowledge of design tools like Figma and Webflow is incredibly beneficial. Not only in the early stages when resources may be limited, but also for more grown-up companies—especially, when partnering with a tech branding agency.
Why should startup teams know Figma?
Design tools like Figma are great for working together on brand iterations, communication material, and website wireframes and designs. With basic knowledge, you can:
- Create design systems and shared style guides that ensure consistency across all digital touchpoints (website, social media, emails).
- Use Figma’s collaborative features to gather feedback from your team and iterate on designs in real time.
- Quickly produce mockups and prototypes to test out branding concepts before moving forward.
- Maintain your brand’s visual identity and empower visual consistency.
Why should startup teams know Webflow?
Webflow is a no-code platform that allows tech teams to create fully responsive websites with customized designs without needing a deep understanding of front-end development. Many startup branding agencies use Webflow for their clients’ websites.
With basic Webflow knowledge, you can easily:
- Add more template pages for your startup website.
- Make changes to copy and imagery.
- Add CMS elements to scale your website.
- Improve your website for SEO and AIO.
Investing time in learning these essential startup tools can empower your team to move faster, keep your branding on point, and make the most of your resources as you grow.
TL;DR?
In short, the tech brands that will succeed in 2026 are the ones that combine strategic clarity, emotional relevance, and operational discipline. Brands that feel human, communicate clearly, and scale with intention won’t just stay relevant. They’ll earn trust, build loyalty, and grow with purpose.
Wanna find out if your tech brand is ready for 2026?
Take the test and get clarity in under a minute.
Sources and further reading:
Need a brief brand strategy refresh? Learn the basics of brand strategy in this article.
https://comuniza.com/informe-de-tendencias-de-branding
https://www.quirks.com/articles/why-nostalgia-is-the-hottest-strategy-for-brands-right-now
