In the dynamic world of branding, staying relevant and engaging with your audience is crucial. It’s always tempting to jump on the latest trends to grab attention and create a modern image. However, while trends can be beneficial, they should be considered with care and integrated thoughtfully into your brand identity.

The Double Edged Sword

            On one hand, trends offer brands the potential to captivate a broader audience by tapping into what’s currently popular. On the other hand, leaning too heavily on trends can lead to a brand identity that comes across as inauthentic and insincere when that trend inevitably runs its course. Finding the right balance between the two is key.

Knowing Your Brand Inside & Out

            Before you even begin the process of incorporating a trend to your brand, it’s essential to have a real understanding of your brand’s identity, target audience, and values. Your brand and its voice should be clear, consistent, and has messaging that resonates with your core audience. Knowing this will help you navigate which trend is your brand’s friend or foe.

Understanding Your Brand

            You want to think of trends as tools rather than the basis of your brand identity. When a trend aligns with your brand’s values and speaks to your audience, it can be used effectively to enhance your brand’s relevance. For example, if your brand puts a lot of focus on being environmentally friendly and the trend you’re following is sustainability, incorporating eco-friendly elements into your brand and messaging makes perfect sense.

When to Use Trends

            Trends don’t last long- and successful brands know when to ride the wave or when to step back and let it pass. Avoid chasing every trend to just to ‘stay relevant’. Instead, put your energy into focusing on trends that will have a lasting impact or align with your brand’s long-term vision.

Staying True to Your Brand

            Your brand’s voice is its identity. Even if the trend is right for you- don’t lose your voice and allow the trend to overshadow it. Adjust the trend to fit your brand’s voice- not the other way around. This will ensure your audience will continue to recognize and connect with you.

Striking the Right Balance

            In 2023, social media is often the first touchpoint between your brand and your audience. It’s where trends flourish and quickly grab the attention of the viewer. Although trendy designs on social media can be an effective tool to engage with your followers, it’s important to use them wisely. While these trends can make sense for social media, it’s best to stick to your own branding rather than trying to force it. Of course, having a brand manager on board can help with navigating this.

The Role of a Brand Manager

A brand manager is your guide through the ever-changing landscape of branding, ensuring that your brand remains consistent and recognizable, while also strategically incorporating relevant trends when appropriate. A great example would be if your company specializes in high-end or luxury products, adopting the neon colors, smiley faces, and squiggly lines that the current ’90s revival trend may bring isn’t the right choice. It’s essential to maintain a sense of sophistication, elegance, and refinement in your design elements. A brand manager will help you navigate the line between your brand’s identity and keeping up with what’s trending now.

Conclusion

            In the world of branding and business, trends can certainly be a valuable asset when used correctly. However, they should never replace your brand’s identity, voice, and values. When considering if you should incorporate a trend, ask yourself if it will enrich your connection with your audience or hinder it. Remember, the overall goal is not to be trendy for trendy’s sake- but to create a brand that stands the test of time, while staying relevant in a constantly-changing world.

If you are having difficulty finding that line between your brand’s identity and staying trendy- a seasoned brand manager may be the answer. We offer professional brand management services and is well-versed in the art of creating a harmonious balance between your brand’s voice and current trends. Contact us to learn more about how our brand management services can benefit your business.

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