So, what’s trending these days? Every consumer is wondering the same thing. And if trends are important for people, they should be on the agenda of every brand as well. Why? Because trends allow businesses to break the boundaries of the market. Trends put forward new ideas and opportunities. And trends allow brands to communicate their values in a diverse manner.

Yet a lot of businesses think of trends as: ‘oh, this too shall pass.’ While it might be true, it doesn’t mean that it’s not worth taking advantage of the momentum created by relevant trends in order to drive brand awareness and trust. And while you’re at it, you also get to maintain a strong and relevant brand presence in the eyes of your target audience.

All trends are an indication of change and developments in the marketplace. So let’s explore why trends are important for a brand and learn from other businesses out there that have integrated trends into their branding efforts.

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2. Trends Bring Brand Values Front and Center

Each brand aims to create enough context in order to shape customer perceptions and drive brand loyalty. As such, each strategic decision it makes is a reflection of the brand values that can be traced back to the brand manifesto.

And since brands cannot communicate their manifesto on an ongoing basis, trends represent a meaningful opportunity for brands to reinforce their brand identity and stay relevant in front of their audience.

Brand Spotlight:

For example, Apple’s brand manifesto can be summed up by the desire to think differently and  challenge the status quo. This idea is driving Apple to bring in new technologies and foster a culture of innovation. As a result, the company’s values pervade its entire product offering and allows it not so much to follow trends but to set them.

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3. Trends Help Strengthen Your Brand Positioning Statement

Brands that wish to remain relevant have to adapt to the preferences of their clients and prospects. And keeping up with trends is a surefire way to do this. As their digital footprint is growing, businesses must ensure that their brand is represented and showcased at the forefront of these trends.

As a result, brands need to make sure that their brand positioning efforts are aligned and in sync with current beliefs and priorities. This is not only for marketing purposes but also for service delivery and reputation management. Trends offer clear direction and provide a great way for businesses to have a firm sense of the brand’s current and future direction.

Brand Spotlight:

When Coca-Cola and Netflix partnered up to launch a Stranger Things-themed pop-up Arcade in Shoreditch, the event was not just a celebration of the third season of the show. The event was actually consistent with Coca-Cola’s brand positioning statement — to inspire happiness and contribute to the well-being of its target audience.

As such, it included 80s gaming classics, Stranger Things photo moments, and a secret upside- down world. All intended to thrill and delight the audience.

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