Does Following Trends Take the Personality Out of Your Brand?

Let’s face it, everybody loves a good trend!

From the latest TikTok dance to viral memes, trends have a way of sweeping us off our feet. And for brands, jumping on these trends can seem like the perfect way to stay relevant and engage with their audience.

But here’s the catch: Do trends make your brand more relatable, or do they risk stripping it of its unique identity?

Is following trends a smart marketing strategy, or does it take the personality out of your brand?

The appeal of trends: who does not want to be part of the conversation?

Trends are fun, right? They make you feel in the loop, like you’re part of something bigger. It’s the digital age’s version of being invited to the coolest party.

When you create content based on what’s trending, you tap into the collective conversation. Suddenly, everyone’s talking about you, sharing your posts, and engaging with your brand.

Take Netflix’s use of memes! They’ve become a masterclass in incorporating trending topics into their marketing. From sharing memes about popular shows to jumping on viral moments like “Squid Game” or “Bridgerton” memes, Netflix creates content that feels fresh and fun. They’re in the conversation, they’re relevant, and they’re immediately engaging.

This can seem like a no-brainer for marketers: follow the trend, get noticed, engage your audience. But here’s the problem: trends are fleeting, and sometimes they don’t align with your brand’s core identity.

The Dark Side of following trends: Losing your brand’s soul

Sure, trends might get you attention, but at what cost? When you chase every trending hashtag, meme, or viral video, you risk diluting your brand’s authenticity.

You might start to look like everyone else, and that’s when your brand starts to lose its personality.

If your audience sees you jumping on every bandwagon, it can feel inauthentic. And let’s be real, inauthenticity is the ultimate brand killer.

People want to feel a connection to a brand, not just be sold to.

Remember when Pepsi tried to jump on the political bandwagon with that infamous Kendall Jenner commercial? The company was trying to capitalize on social justice trends, but it ended up looking out of touch and tone-deaf. The brand was criticized for using a serious cause to sell soda, and it felt like Pepsi wasn’t being genuine about the cause, it was just a marketing tactic.

How to Stay True to Your Brand While Navigating Trends

So, should your brand avoid trends altogether? Absolutely not. Trends are powerful tools if used correctly, but they should complement your brand, not define it! Here’s how you can keep your brand’s personality intact while still tapping into the power of trends:

1. Make Trends Work for Your Brand

Don’t just follow trends for the sake of it. Use trends to reinforce your brand’s identity. Ask yourself: “Does this trend align with what my brand stands for?” If it doesn’t, don’t force it.

But if it fits your values, feel free to jump in! but make it authentic.

Example: Dove’s Real Beauty Campaign uses real, unretouched women to promote confidence and authenticity. They don’t jump on every viral trend, but when they do, it aligns with their core message of self-love and beauty at every size.

2. Create Your Own Trends

Instead of jumping on someone else’s wave, start your own. This requires creativity and vision, but the payoff is huge.

When you create a trend that aligns with your brand’s voice, you become the trendsetter, not the follower.

Apple doesn’t just follow trends; they set them. Their minimalist design language and brand messaging are consistent and unique, creating a global movement in the tech world.

3. Use Trends for Engagement, Not Identity

Trends should be part of your engagement strategy, but they shouldn’t define your brand’s personality.

They’re tools to keep your audience engaged, but your core messaging, tone, and values should stay constant.

Use trends to connect, but don’t make them the core of your brand voice.

Check Wendy’s Twitter account! It is a perfect example of using trends without losing brand personality. They jump into memes, pop culture, and humor, but their bold and witty tone never changes. It’s a perfect balance between engagement and brand identity.

4. Be Consistent

If you choose to engage with trends, stay true to your voice. The key to building a brand personality is consistency. This is what keeps people coming back for more.

Nike has mastered this. They use trends like sports memes, viral moments from athletes, or major sporting events, but it’s always through the lens of their values of motivation, empowerment, and performance. Their voice is always consistent.

Trends should serve your brand, not define it

Trends are fun. They can elevate your brand’s presence and create buzz. But following them blindly is a recipe for losing your unique identity.

The secret is balance. Use trends when they align with your brand’s values, be authentic, and always stay true to your core message. Let trends be the spice, not the entire dish.

Your brand’s personality is what makes you memorable. Don’t lose that by chasing every viral moment.

So the next time you see a shiny new trend, ask yourself:

“Does this trend reflect who we are, or is it just the next big thing?”

Remember: Your brand is one-of-a-kind! and that’s what will make it stand out, even when the trend fades away.