Why following trends doesn't make your brand memorable

Look, who hasn't kept an eye on what their competitor is doing? It seems almost automatic. You see a move attracting attention, a strategy going viral or something new gaining likes, and the thought immediately strikes you: "Should I do the same?"

The big question is that, deep down, not everything that shines in other people's shop windows is going to work for you. And that's not just talk; it's what Philip Kotler, the marketing authority, has always taught. What does he say? That no move makes sense if you don't really understand what your audience's pain is and what unique value your brand delivers. Copying without this in mind is wasting energy for nothing.

Now let me make a parenthesis here: following trends may seem tempting, but it's not always the best way to go. Take a look at these points to think about before diving headfirst into any trend.

It's crucial to understand the distinction between following trends and having a clear purpose. Trends are external, often ephemeral movements that can generate momentary popularity. However, purpose is the inner essence of your brand, the 'why' it exists, the problem it solves and the value it authentically delivers. While popularity can be a spike in attention, relevance, driven by purpose, builds a lasting connection and unshakeable authority. Focusing on purpose means investing in something that transcends fads, ensuring that your brand remains meaningful to your audience in the long term.

• Trends change fastWhat's hot today could be outdated tomorrow, leaving your brand vulnerable and without a clear identity.
• Not every trend suits every audienceSometimes your audience doesn't even connect with the format that's going viral or doesn't even consume that type of content.
• Good ideas lose strength when they are copiedWhen everyone does the same thing, no one stands out - the differentiation that Kotler and Marty Neumeier are so keen on will quickly disappear.
• Relevance is different from popularityJust because something makes noise doesn't mean it generates results for your goal or your client.

Now, returning to the essence, Marty Neumeier, who is a reference in branding, brings that valuable advice - be original, find your voice, have the courage not to follow fashion just to look up-to-date. The "zag" thing, remember? It's that movement of being yourself, of daring when everyone else takes the easy way out.

Take inspiration, study the market, no doubt. But never forget to look inwards first: what makes sense for your brand, what is the motive behind each step and how can you deliver a unique experience?

To sum up

• Take inspiration from what you see out there, but adapt it to your context.
• Analyze trends before embarking on them - see if they have a real connection with what makes sense for you and your audience.
• Always put your essence and your value proposition first.

Do you want to create authority and really be remembered? Focus on what sets you apart, on what only you can deliver. If you need help making your positioning clearer and translating it into practical actions, call us here. You don't have to follow the wave to build a memorable brand - you can (and should!) create your own path. Let's talk about it, shall we?