Trends are everywhere. From TikTok challenges to design aesthetics, it can feel like the marketing world moves at lightning speed. Every week there’s something new, and every week you have to decide: should your brand jump in, or stick with what you know works? The answer isn’t always obvious, but the balance between staying current and staying classic can make or break how your audience perceives you.
The power and the downfall of the trend
Current marketing trends are powerful tools. They grab attention, create urgency, and can make your brand feel relevant in the moment. A well-timed trend can give your campaign viral reach or help you connect with audiences in fresh ways. Think of how quickly brands that leaned into memes or short-form video saw spikes in engagement.
The risk, though, is that trends fade fast. What feels relevant today may look dated tomorrow, and chasing every trend can leave your brand looking scattered or desperate for attention. There’s also the risk for a major lack of cohesive brand voice, especially if you’re forcing your offer to fit into the confines of the latest viral sensation; your product runs the risk of being lost in the noise of the trend itself.
Classic branding, on the other hand, builds trust and longevity. Consistency in tone, visuals, and values gives your audience something stable to rely on. It’s why iconic campaigns and timeless slogans (“just do it”, “got milk”) still resonate decades later. Classic elements ground your brand, making sure it has staying power beyond fleeting cultural moments. They bring stability and drive home what your brand is and what its known for.
The challenge is that leaning too heavily on the “tried and true” can make your brand seem stale or out of touch, especially with younger audiences who expect brands to meet them where they are (thanks a lot, youths!).
To trend or not to trend
So how do you know when to go current and when to stay classic? The key is alignment. If a trend fits naturally with your brand voice and values, it’s worth experimenting with. If you have to bend your identity to make it work, it’s better to pass. Trends should enhance your brand, not dilute it. Likewise, holding on to classic messaging works best when it still resonates with your audience. If it no longer sparks recognition or connection, it might be time to update your playbook.
Ultimately, the strongest brands know how to mix the two. They stay rooted in classic elements that define who they are, while using current trends as accents that keep them fresh and approachable. Think of trends as seasoning: they add flavor, but the foundation of the dish is still your brand identity. Done right, you get the best of both worlds, timelessness with a touch of right now.
If you’re worried about achieving this balance, we’re here to offer our perspective and help you strike just the right amount of classic and trending messaging- though we can’t promise we won’t make you do a viral TikTok dance.
