223: What Worked Then Won’t Work Now (How to Stop Marketing Like it’s 2015)

Business, Marketing

July 22, 2025

Remember 2015? TikTok wasn’t even a thing, Canva was barely born, and your Instagram strategy probably involved quote tiles and coffee flatlays. But if your branding (and content strategy) hasn’t evolved since then, there’s a good chance it’s holding you back.

In this blog, we’re diving into what’s changed in the last 10 years in branding and marketing…and what your business must do to stay visible and relevant in 2025.

1. Canva changed the game

Once upon a time, knowing Photoshop made you a unicorn. But now, anyone can make a decent-looking design with Canva. And while that’s amazing (yay accessibility!), it also means the bar is higher.

You’ve got to go beyond templates.

Your design and content need intention, strategy, and recognisability. Otherwise, you’ll blend right into the scroll.

In 2015, a few Instagram posts and a static website could still get you clients. Now? That won’t cut it. We’re in an era where content bingeing, mobile-first design, and multi-platform presence are the norm.

Your audience needs:

Consistent, strategic branding
Real connection (aka YOU, not just a faceless feed)
Helpful, bingeable content
Mobile-friendly everything
In short: more than just pretty graphics.

2. Your Audience Expects More

Your audience needs:

Consistent, strategic branding
Real connection (aka YOU, not just a faceless feed)
Helpful, bingeable content
Mobile-friendly everything
In short: more than just pretty graphics.

3. The Kodak Cautionary Tale

Remember Kodak? They were once the go-to for photography. But when the world moved to digital, they didn’t.

Your brand might not be a billion-dollar company, but the lesson is still the same. Sticking to “what’s always worked” in a fast-moving online world is a one-way ticket to being overlooked.

You don’t have to throw everything out. But you do have to move. Brands that evolve with the times stay visible, relevant, and respected.

That’s why I pivoted too, from only doing graphic design to teaching it. Because Canva changed everything for graphic design, and while I LOVED that, I had to adapt.

4. People Want… People

AI is amazing (hello, ChatGPT), but it can’t replicate you.

It doesn’t know what it’s like to juggle a client call while your toddler smears Vegemite on the dog. It hasn’t felt the fear of raising your prices or the thrill of landing your dream client. And while it can give tips, it can’t give heart.

That’s what your audience actually craves:

Your personality
Your story
Your realness

You don’t have to bare your soul or overshare.

But sharing even a glimpse of your life…why you started your biz, what lights you up, what challenges you’ve faced, helps people feel connected.

5. Consistency Builds Connection

Changing your colours and vibe every month isn’t helping.

Consistent branding makes you recognisable. It tells your audience: “I’m still here, I’m still trustworthy, and I know my stuff.”

This builds trust. It builds familiarity. And most importantly, it makes people remember you. Think about how quickly you recognise someone’s email template or Instagram post.

That’s not accidental.

6. Content Isn’t Optional

You don’t have to be a full-time content creator… but you do need to show up. And regularly. People need multiple touchpoints with you before they buy, and if you’re only posting now and then, you’re not giving them enough chances to connect.

Not to mention, creating content regularly hones your craft. It sharpens your message. It makes you better at what you do, and helps your audience trust that.

7. Smarter, Not Harder: Repurpose It All

Feeling overwhelmed by the idea of more content? You don’t need to start from scratch every time. I record one podcast episode and repurpose it into 14+ pieces of content.

Don’t have a podcast? No worries.

Record a 3-minute audio note.

Feed it into AI and build from there.

Time for a Brand Reality Check

Ask yourself:

Is my branding stuck in the past?
Is my Instagram communicating what I do now?
Am I showing up consistently?
Am I connecting as a real person with my audience?

If you’re nodding yes (or cringing a little), don’t panic. This isn’t about shame, it’s about recognising that your brand deserves to evolve with you.

WORK WITH JACQUI:

// DIY Design My Biz: The best course for business owners DIYing their own brand and graphics in Canva. Learn more: https://whitedeer.com.au/diy-dmb

// The Co+Creation Design Club: Design WITH the help of a professional designer in this high-touch coaching space: https://whitedeer.com.au/designclub

// Design Studio: If you’re after fully done-for-you design services my studio team can help! https://whitedeer.com.au/designstudio

The Podcast

The Seriously in Business Podcast

EQUIPPING GO-GETTER BIZ OWNERS IN BRAND + DESIGN, MARKETING AND BUSINESS TO GROW A BUSINESS THAT'S TAKEN SERIOUSLY WHILE STILL HAVING FUN!

New episodes every Tuesday

If you’re ready to step out of brand confusion and into brand clarity, take this snappy little quiz to instantly unlock your unique brand style and personality.