{"id":29794,"date":"2023-01-12T23:36:21","date_gmt":"2023-01-12T23:36:21","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/12\/never-chase-trends-at-the-expense-of-your-brand\/"},"modified":"2023-01-12T23:36:21","modified_gmt":"2023-01-12T23:36:21","slug":"never-chase-trends-at-the-expense-of-your-brand","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2023\/01\/12\/never-chase-trends-at-the-expense-of-your-brand\/","title":{"rendered":"Never Chase Trends At the Expense of Your Brand"},"content":{"rendered":"

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Marketing is regularly described as \u201cfast-paced,\u201d and watching new tools and platforms emerge every year, it\u2019s hard to argue.<\/p>\n

But when you pause and take a deeper look at each shiny new object, are things really that different? Has what we do really changed that much?\u00a0<\/p>\n

Truthfully, if you\u2019re doing things right, the answer should be no.\u00a0<\/p>\n

As we enter 2023, it\u2019s natural to question what needs to change and what should stay the same in your strategy: what practices should you pick up? What <\/em>new ideas are worth testing<\/span><\/em><\/a>, and which should fall to the wayside<\/em>?\u00a0<\/p>\n

But, as you do this, I urge you to remember one thing: never chase trends at the expense of your brand<\/strong>.<\/p>\n

\u00a0Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.<\/a><\/p>\n

Truly great marketing isn\u2019t trendy. It\u2019s consistent<\/em>. It\u2019s true to your brand, or business’s identity \u2014 its values, principles, messaging, and standards.<\/p>\n

Yes, the mediums, practices, and behaviors we employ may change dramatically, but if you want to build trust<\/span><\/a> (which you should) and maintain your audience long term, your brand shouldn\u2019t.\u00a0<\/p>\n

\"brand-consistency\"<\/p>\n

This is the difference between authentic businesses that people stay loyal to and ones that churn customers quicker than they close them.\u00a0<\/p>\n

Here are some things to keep in mind as your brand considers new practices and trends in the new year.\u00a0<\/p>\n

Practices do not define your brand<\/h2>\n

Your \u2018brand\u2019 is what you look, sound, and feel like<\/strong>; what values you want to portray and sentiments you want to instill in your audience. It\u2019s your identity as a business.<\/span><\/a><\/p>\n

For more traditional marketers, brand is often closely tied to \u201cThe Four Ps\u201d<\/span><\/a> \u2014 price, product, place, and promotion, but these certainly aren\u2019t the only important pieces.\u00a0<\/p>\n

Today, your brand is ultimately the impression you want to leave on potential buyers, what you want them to feel when they think of you or encounter one of your social media posts, webpages, or videos.\u00a0<\/p>\n

Your brand may include values like inclusion and transparency, or education and trust.<\/p>\n

But note that brands are not actions<\/em>. They are not specific tasks or behaviors. And this is where many marketers get tripped up.<\/p>\n

Your brand is not your behaviors or practices. Practices look different over time, however brands rarely change.\u00a0<\/p>\n

\"brand-vs-practices\"<\/p>\n

You can and should try new things. Experiment with practices and platforms to showcase your brand to potential buyers, but don’t chase trends and abandon your core brand.\u00a0<\/p>\n

A great real-world example of a brand adapting itself to different platforms and practices can be seen in Coca-Cola.<\/p>\n

One of the themes the beverage giant has highlighted in its marketing for decades is togetherness.\u00a0<\/p>\n

It was apparent in its \u201cHilltop\u201d commercial<\/span><\/a> in 1971 with people from all different backgrounds singing in harmony:<\/p>\n

Today, more than 50 years later, their website<\/span><\/a> featuers a group hugging and cheers-ing over bottles of Coke:<\/p>\n

\"brand-consistency-coke-example\"<\/p>\n

And even their Instagram account<\/span><\/a> includes colorful calls to action:<\/p>\n

While each approach may appeal to different audiences and capitalize on different trends and mediums, they remain “on brand.”<\/p>\n

All of the materials stand by the message of togetherness, and anyone could come across them and recognize the Coke brand they know and love.<\/span>\u00a0<\/span><\/p>\n

The brand wasn’t tossed aside simply to try a new medium.\u00a0<\/span><\/p>\n

As a business, it’s essential to stay true to your brand as times and practices evolve, just like Coke has. Abandoning them to chase a passing trend can run the risk of confusing or even alienating your audience, and those are just some of the dangers.\u00a0<\/p>\n

Why you need to prioritize brand consistency over passing trends<\/h2>\n

Like your visual brand (colors, fonts, etc.), your brand values and messaging should be consistent<\/span><\/a> across everything you do.<\/p>\n

But why exactly?<\/p>\n

Well, according to Lucidpress, consistent presentation of a brand can increase revenue by 33%<\/span><\/a>. It helps buyers and audience members recognize and remember you. A consistent brand:<\/p>\n