The biggest mistake we see businesses make when they follow trends is taking a try and see approach that leads to confusion with their audience. Consistency builds trust and trying out new trending fonts, colours, layouts, and looks without a strategy could break that trust.
See a new trend that you want to try? Ask yourself these questions first:
1. Why do I like this?
If a trend feels aligned with your brand, go for it! If you like it but it feels like a stretch for you or your audience, trust that instinct.
2. Does this feel cohesive with my current branding?
You may love a trend, but if it is too different from your current branding you should resist the urge to make it work. If it matches the same style or vibe of your brand, then trying it may help enhance your brand instead of cloud it.
3. Can I take the essence of this trend and work it into my own branding to make it my own and still feel aligned with my brand?
Take a deeper look at the trend. If it’s a colour trend, are there similar colours that would work with your brand colours and elevate your brand without looking like everyone else? If the trend is maximalist are there other outside the box ways you can apply the essence of the trend without copying it?
4. How will I feel in 6 months if this trend is everywhere?
There are some trends you will see everywhere. If you are using the same trending fonts or colour palettes as your competitors, how will you stand out? Will you still love it if it is overused?
5. How will I feel in six months if this trend starts to feel dated?
Some trends have longer staying power than others. If you hop on a trend that doesn’t last, how will you feel when it starts to look dated?
6. Will this trend help me stand out and connect with my audience?
Your brand needs to connect with your audience and attract the right people – make sure any trends or new ideas all tie back to that connection.
7. Will this trend make me look like my competitors?
Your brand is unique and you want your unique point of view to shine through! If you look like everyone else, it will be harder to form aligned connections.
8. Will this trend devalue my brand or elevate it?
A trend that appeals to some audiences may not appeal to yours. Know your audience and their values and think about them when evaluating trends. Jumping on something that is trending with an audience that is a different age, in a different income bracket, or driven by different values, may create a disconnect and end up devaluing your brand.
Trends and new businesses
If you are still trying to figure out who your brand is and do not have an established set of brand guidelines yet, then now may be a good time to play with trends to see what resonates with your audience and what feels aligned with your brand. Take it slow so you have time to evaluate what is working as you go.
Trends and established businesses
If you have an established brand with clear brand guidelines, be careful with trying out trends. Take a holistic look at your branding and make sure anything that is being added, like a new trend, truly works with what you already have, and enhances your brand message. If in doubt, ask your graphic or web designer. Or reach out and ask us!
