When considering your small business’s brand, you no doubt want to stay current and relevant. Every brand can use a healthy update once in a while, but it’s important not to get too carried away with trends. Here are 3 reasons why you want your brand to be Trend Smart, as opposed to Trend Crazy:
- Your Brand Won’t Stand Out – if you decide to adopt the latest brand craze, guess what? Other brands are probably thinking the same idea. And what worse way for your brand to differentiate itself from other brands than by doing exactly what other brands are doing? Be like Apple Computers, who pulled away from the pack with its colourful, playful branding, while the rest of the industry had a colder, industrial approach.
- Your Brand Will Eventually Go Out of Style – the unfortunate thing about trends is that eventually, they go out of style. What is cool today will seem cliché and tired by tomorrow. Your brand should last forever (if it wants to), so make it something that will stand the test of time. Coca-Cola has seen some variations in its bottle designs and packaging, but its script logo and colours have maintained their integrity for over a century.
- Your Brand Will Alienate Its Loyal Followers – Remember all the raised eyebrows when Gap changed its logo? Sensing the backlash, Gap decided to scrap the new look and stuck with what its following recognized and felt comfortable with.
Always keep in mind that what matters most in branding is how your business is perceived by your clients and potential clients. And if you’re inconsistent, you risk muddling your message, thereby confusing your buyers. So by all means, keep fresh but keep your head as well!
Need a hand with your business’ brand? Call Kim Speed at Purple Moon Creative today!
