In the digital age, where trends are spreading at the speed of light and social media algorithms are constantly giving us new inspiration and ideas. It’s easy to be tempted to follow fashion uncritically. Since everyone is doing it, I guess we should too, right? Well, not necessarily!
Strategy is a compass, not handcuffs or prison
While keeping a close eye on trends is valuable, strategy is the key to successful communications. Strategy is not a rigid set of rules that limits our creativity. Rather, it is a guidepost that helps us use trends thoughtfully and consistently with our goals. With strategy, trends become a tool rather than an end in themselves.
Let’s remember that trends (micro and macro) are like waves – they appear and disappear after time. Our brand, on the other hand, should be like a lighthouse – stable, unchanging and well recognized. Strategy allows us to build a strong brand identity that stands out from the competition and resonates with our target audience. Even when trends pass, our brand will remain strong and authentic, while those around us will be eager to follow it.
How to use trends wisely?
- Selection: Not every trend is worth our attention. Let’s choose those that are in line with our brand values and support our business goals.
- Modification: Instead of blindly copying trends, let’s add our unique twist to them. Let’s adapt them to our communication language and brand character.
- Effectiveness: Trends can be a great excuse to tell our brand’s story, engage our audience and build relationships. Let’s use them as a tool to achieve specific results.
Strategy and trends: the perfect duo
Strategy and trends need not be enemies. On the contrary, they can form a powerful duo that allows us to stand out in the crowded world of communications. Strategy provides direction, while trends provide inspiration and freshness. However, we need to change our thinking about strategy. It is worth revising and adjusting it (at least once a month during strategic reviews, for example). We can use various architecture design tools for this: Miro. Knowledge of trends is generally available on sites such as New Marketing or Google Trends. Here are the trends that are leading the way in 2024:
Summary
Let’s not be afraid of trends, but let’s not get crazy about them. Let’s use them wisely, with head and strategy. Let’s remember that we are the captains of our ship, and trends are just the wind that can help us reach our destination.
And what are your experiences with trends? Do you think strategy is necessary to use them effectively? Share your thoughts in the comments or contact me and let’s talk.
