Sharp Brand Positioning is Your Best Defence Against Trends. 

Trends come and go, but a strong brand position anchors your identity. Every year, businesses eagerly await the release of trend reports, identifying the next big thing to tap into. From mental well-being campaigns to green initiatives, the temptation to jump on the latest wave can feel irresistible. However, this approach often leads to what I call “schizophrenic branding.” Brands become erratic, trying to be everything at once and losing sight of what they truly stand for. 

When the fast-food giant Burger King decided to address mental health in their “Real Meals” campaign by offering meals named after moods, such as “Blue Monday” and “Pissed Meal”, their commendable intention backfired. The campaign clashed with Burger King’s core identity. Critics and consumers alike saw it as a superficial attempt to follow a trend rather than a genuine connection with the brand’s values. When a brand chases trends for the sake of relevance, it can alienate its audience and dilute the brand equity. 

Trends should be evaluated, not blindly adopted. A brand with a precise, consistent positioning will find it easier to assess whether a trend aligns with its values and customer needs. Ask yourself: “Does this trend create a meaningful change in customer needs within my category?” If not, it’s better left untouched. 

Sustainability or showmanship? 

Sustainability has become one of the most talked-about trends in recent years. Still, many brands struggle in their execution and fall into the trap of greenwashing, making claims about being eco-friendly without the operations or authenticity to back it up. 

The issue with sustainability often lies in it becoming a performative act rather than a meaningful strategy. Marketers frequently project their own values onto consumers, assuming that sustainability is a top priority. However, research shows that while customers appreciate sustainable practices, only 10% are willing to pay more for them. Worse, sustainability is often perceived as a premium offering, regardless of actual cost. For example, in one study, 65% of customers believed a newly sustainable product would be more expensive, even when its price remained unchanged. 

Picnic, the Dutch grocery delivery service, is highly sustainable but chooses not to overtly market itself as such, avoiding the “eco-premium” stigma. Focusing on delivering its value proposition without overemphasising its sustainable efforts ensures accessibility and consumer trust. 

The lesson here is clear: jumping on trends without aligning them to your core values risks diluting your brand identity. Authenticity matters most. 

Consistency finishes the marathon 

In a world of fleeting trends, consistency (and simplicity) is a brand’s greatest strength. A brand should be understood in three to four concise domains. These domains should define what customers think of when they hear your name and they should be rooted in benefits, not features. Successful brands such as KitKat have mastered this art. Their iconic tagline, “Have a Break, Have a KitKat,” has stood the test of time while allowing creative flexibility in varying executions. Whether it’s a clever ad or a limited-edition product, KitKat’s message remains consistent. 

Consistency also helps brands filter through the noise of trends. Patagonia, for instance, has built its reputation on sustainability. This wasn’t a reaction to a trend, but a core value integrated into their DNA. Even as sustainability became mainstream, Patagonia’s authenticity set them apart. In contrast, brands that dabble in sustainability as an add-on often fail to leave a lasting impression. 

A sharp brand positioning is your blueprint for evaluating trends. It ensures every decision, from adopting trends to creating campaigns, is rooted in what truly defines your brand. With a clear identity, brands can decide whether a trend strengthens their core message or distracts from it. 

By focusing on what you stand for and sticking to it, your brand becomes a constant in an ever-changing world. Trends may drive short-term buzz, but a clear, consistent brand positioning is what secures your place in the market. The challenge isn’t to chase every wave. It’s to navigate the tides with intent.