No Trend of Mine

"If you Ain’t first, you're last." Words Ricky Bobby lived by, and a damn good summary of the strategic environment every brand works in.

Every executive knows the competition is relentless, but the deepest challenge isn't external competition; it's the internal temptation to follow the path of least resistance. Far too often, executive teams cave to the two most dangerous words in marketing strategy: "Trending Now." This is the easy road, the one where you sacrifice your core values and brand identity to momentarily participate in someone else's conversation. The truth is, if you’re caught up chasing trends, you’re already behind the curve—stuck in a perpetual game of catch-up you’ll never win. The leader's job isn't to follow the conversation; it’s to set the course.

The Fortitude of Brand Ownership

The ultimate alternative to chasing trends isn't revolutionary; it's foundational. It's about establishing Brand Ownership.

Just like everyone you meet has their own unique character, the same must be true for a business working toward being seen as a brand. Too many companies live in a perpetual identity crisis—never quite sure who they are or what they represent. This confusion impacts everything, from messaging hierarchy and visual guidelines to the long-term ownership of your market.

How the outside world views your brand matters, and the stakes in business are high. You don't get many second chances to connect, inspire, and inform, so the opportunities you have must be strategic, consistent, and effective. Setting your brand apart requires leadership fortitude and the vision to commit to an identity.

My favorite way to lay this foundation is through strategic documentation and simplicity:

• A meticulously crafted brand guide and messaging matrix that summarizes and systemizes your brand’s positioning.

• A commitment to simplicity in your creative assets—look to enduring giants like Nike or Apple. It’s not just their logos; it’s their commitment to confidently utilizing their hard-earned attributes in a consistent, streamlined ecosystem of commodities and messaging.

Consistency as a Capital Asset

Consistency is often mistaken for rigidity, but in the creative world, it’s the greatest asset you can create. There's an undeniable reason certain brands have stood the test of time while many others have fallen to the fringe: endurance through consistency.

While successful brands modify their marketing to reflect the societal moments of the day, what remains consistent is the overall interpretation of what a consumer can expect from them. That predictability translates directly into the holy trinity of business: loyalty, trust, and sales.

As a strategic leader, you must ensure the majority of your content and advertising is evergreen. Trending topics, ephemeral fashions, and fleeting music are only relevant for a short period. Simplicity and consistency, however, keep your products recognizable while increasing the success and shelf life of any creative investment. This is a strategic value proposition that allows your marketing assets to become just that: real, high-value capital assets on your balance sheet.

Checking the Vision: The Marathon Mindset

Often when a business fails to connect with its target market, it isn't the product or the pricing—it's the fact that the messaging lacks authenticity and commitment. You have to commit to connecting with your real, human audience, not just the algorithms dictating search rankings. True success is found by crafting content that has depth, thoughtfulness, and honesty—content that you can produce from a place of integrity.

Remember that patience is a virtue, and success with any enduring strategy requires it. While incorporating trends might produce a quick uptick in sales or engagement, remember that you're not running a sprint; you're competing in an ultramarathon. If all you’re after are quick wins, your poor ROI will leave you disappointed.

The leadership choice is clear: Check your vision. Make sure you can see the road ahead. Invest in developing a comprehensive strategy and the creative assets required to make it shine. Be patient but measured, and allow all of your efforts to reach their full potential before pivoting. With the right strategy in place, the results will show themselves in the form of engagement, awareness, and, most importantly, sustained sales.