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Trends in marketing are often some of the most instantly recognizable strategies to the consumer eye. From brands using the latest viral TikTok sounds to creating Instagram graphics inspired by popular TV shows or movies, these tactics are designed to capture attention, evoke familiarity, and drive engagement with the audience. When executed correctly, trends can provide a fresh and timely way to showcase a product or brand’s relevance.

However, leveraging trends effectively requires more than just knowing what is popular. It requires a strong understanding of your brand’s voice, goals, and audience, paired with a high level of cultural awareness. Marketing teams must not only stay current with what’s trending but also know how to thoughtfully integrate those trends into their existing brand campaigns. When branding expertise meets cultural competence, marketing can reach a new level of relevance and impact.

To make a trend work for your brand, you need to identify: Does this trend support our message? Can it amplify what we already stand for? Once the concept is in place, execution becomes critical. This requires adapting a trend in a way that aligns with your brand’s tone, look, and feel. Some trends may be loud and obvious, while others are more subtle, such as a specific color scheme, typography choice, or meme format that quietly nods to a cultural phenomenon.

When done correctly, trends allow consumers to feel a deeper connection with brands. Familiar content builds trust and relatability with the viewer. However, if a trend feels out of place from the brand’s usual identity, it can have the opposite effect. This forced branding can create confusion or even erode trust.

Hence why the key to success lies in ensuring trends are both relevant and beneficial to your brand’s strategy. It is important not just to follow trends for the sake of visibility but to use them as a tool to add value, enhance your storytelling, and create memorable assets.

While trends can offer valuable insights into the current climate of branding and advertising, maintaining a consistent brand identity remains at the heart of any successful campaign. At TBS, we value using your brand’s unique voice and perspective as a foundation and letting trends serve as the creative layer that brings flair and enhances reputation.

When it comes to trends, it is crucial to know your brand, audience and use trends strategically. That’s how you create marketing that resonates now and stays relevant later!