One of the worst mistakes a brand manager or marketing communications team can inflict on a brand is to mimic trends. Trends come and go and the fifteen minutes of fame and attention they bring fail to enhance a brand or engender customer loyalty. Oftentimes, the backlash from a trend once rejected is far more severe than the euphoria that came while riding the wave.
A constant in an ever-changing world
A brand has its own unique identity. The smart brand manager is confident in the brand’s solid and stable personality. The brand’s appearance can evolve with the times, but its character and its essence is unaltered. The team can steer the brand with ease through popular cultural shifts with little difficulty and without compromising its soul.
The brand promise and what it represents to its customers remains the same.
Its values never change.
It speak with the same authority.
It is constant in its benefits and the quality of its interaction with it customers.
Trying to avoid the strange changes
Changing colors is for chameleons and traitors. Stay with the tried and true and avoid the insanity. You don’t jump on any bandwagons, and you don’t attach your brand to a flash-in-the-pan, lest you become one yourself.
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