Ep. 25 | K is for Keeping Up with Trends: The Difference Between Timeless and Trendy Brands
Oct 10, 2023
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In the fast-paced world of business and branding, staying current with the latest trends feels like life or death! But is that really true? Is being "on-trend" the most important thing you can do for your business? In this episode of "Aesthetically Speaking," Abby and I dive deep into the nuance of keeping up with trends in business. From the significance of design styles to the impact of being on brand, this episode offers valuable insights and practical tips for entrepreneurs and marketing professionals alike.
What is a trend?
The internet says a trend is "a general direction in which something is developing or changing." No duh! As a designer, I like to define trends as not just one specific item or element, but a collection of things that indicate a general direction, concept, or aesthetic.
Example: White subway tile is a popular choice for modern kitchens. It's often viewed as a trend, but I believe by itself, white subway tile is a timeless design choice that's used in conjunction with other visual elements (white shaker cabinets, black hardware, etc) that indicate a trend. The all-white kitchen certainly suggests a certain era of "Fixer Upper" popularity.
How do you know if something is trendy or timeless?
The nature of design demands change, evolution, and iteration. As a general rule, the longer something lasts and the more function or purpose it has, the less trendy it is. Using the example of subway tiles which were chosen for hospitals and then subways for their bright, hygienic qualities, we can see that they're not just stylish, they're useful and functional.
At the end of the day, I balance data and intuition to determine whether something is trendy or timeless. As the saying goes, You know it when you see it!
Brands that HAVE Kept Up with Trends
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Coca Cola. With a strong female base for Diet Coke and a desire to broaden their audience to men, Coca Cola did something smart and created a new product, Coke Zero! This "zero sugar beverage" was designed with a masculine touch and advertised alongside alcoholic beverages to appeal to men.
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Weight Watchers. Their rebrand to WW highlights the importance of listening to your audience and adapting to changes in the collective consciousness. Although Weight Watchers received serious criticism for their rebrand (which I have several suggestions to give it more personality and warmth), they have kept their place as a prominent weight loss/lifestyle app.
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Old Navy. While many other retailers are closing their brick and mortar locations, Old Navy is opening more! They've created a strong brand for the everywoman to identify with and that has increased the average order price and the number of women who are shopping in store!
Brands that HAVE NOT Kept Up with Trends
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Jamba Juice. Despite a lot of success in the late 2000s, Jamba Juice hasn't been able to hone in on one specific thing, and it's left customers feeling indifferent. Are they a dessert brand or a health brand? I like to look at Athletic Greens for comparison, a green juice company that has used trendy aesthetics and influencer marketing to establish brand preference online.
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Rachel Hollis. As a personal brand, Rachel Hollis has struggled to stay relevant (and I say that with all the love in my heart, because Hollis has experienced some serious personal trials—she divorced from her husband in 2020 and he passed away just a few years later). The truth is, if you're going to build a brand using your own name, it's easy to get caught up in trends and prioritize growth over all else, but the best thing you can do is work with an experienced brand strategist to help you make strategic decisions for your business.
When it comes to the realm of branding, it is important to stay on top of trends while remaining true to a brand's identity. It's important for brands to align trends with their values and goals, but be cautious against blindly chasing fads. Determine when and how to incorporate trends effectively and authenticity, and be thinking long-term.
When should you use trends in your business?
- It Aligns with Your Business Values: If a trend resonates with the core values and mission of your business, it's worth exploring.
- Sustainable Impact: Analyze the longevity of the trend. Is it a mere fad, or does it have the potential for long-term impact?
- Customer Demand: If your market research indicates a strong demand from your target audience, it could be beneficial to align with the trend.
- Competitive Landscape: If competitors are adopting a trend and seeing success, you might need to consider it to maintain relevance in your market
This episode offers insightful perspectives on the ever-changing landscapes of design, marketing, and brand perception. At Rebecca Peterson Studio, we want to provide entrepreneurs and marketing professionals with valuable insights and practical strategies to stay on top of trends while remaining true to their brand's identity. By understanding the power of design and the interplay between trends and business success, you can forge your own path to aesthetic excellence in the dynamic world of business and branding.
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Welcome to Aesthetically Speaking: The podcast for all things branding, design, and aesthetics for women in business.
On this show we’ll discuss the strategies that make brands of all sizes massively successful. I’m Rebecca, a brand strategist and designer and my sister, Abby is a lawyer with no design experience, here as my co-host!
Have you ever wondered how to create a brand so cohesive people can recognize it a mile away, no matter where they see it? Do you ever struggle to capture the attention of your ideal client and KEEP it with a compelling brand and message? Are you ready to stand out as a unique and valuable service provider regardless of how “saturated” the market is? Aesthetically Speaking is for you!
We believe that your brand is the most valuable asset in your business and should be your greatest investment. As moms and entrepreneurs, we know how to use branding to put your business in front of the RIGHT people, get them EXCITED about your offer, and help your brand BLOW UP online, so you can make more impact *and* more money.
Every TUESDAY, we’ll discuss a unique branding challenge and analyze different aspects of creating a unique and high-value brand for YOUR business.
