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I was having a conversation with a client recently, and she said, “I really don’t like the word trend.” I laughed, “I don’t really either.”
Why?
I’ll explain.
The word trend is still often associated with a craze or a fleeting popular thing that is all the rage for one very pivotal moment and old news the next. If you are lucky enough to predict and capitalize on that trend, you ride a wave of riches (as a brand) or become the epitome of cool (as an early adopter).
In this context, trend becomes synonymous with something flighty and superficial - a meaningless fancy that can work in your favor if your timing is right.
Trend is also interpreted as what is or will be in style that everyone should pay attention to because It’s Very Important. This means obsessing over the Must Have Things - the “it” colors, products, or features that must be incorporated into a brand’s line in order to matter and be relevant.
In this mindset, the pressure of following trends can overshadow the internal compass of what actually makes sense for a brand to do.
These definitions aren’t wrong.
But, for a brand, thinking about trend in this way is pointless and costly.
It puts the focus on rushing - along with everyone else - to hitch your brand’s future on someone else’s predictions instead of operating from a place of confidence grounded in your brand’s character.
How do I prefer to think about trend for brands?
Like this:
Trend is about understanding what your customers will love and value in the future.
The key words here being: your customers.
So, what does this mean?
It first means knowing who your customers are. Well. Extremely well. You want a clear picture of what your customers care about, what they prioritize, and how they live their lives.
Next, it means understanding your customers’ relationship with your brand. Why do they choose you? What’s in it for them? What’s special about what you offer?
Then, it means knowing what’s going on in the larger world AND what’s going on in the more specific world of your customers. Look for the connections between the things in these worlds that resonate (acutely! uniquely!) with your customers and your brand. Pinpoint what is changing, affecting, and influencing your customers. This is where you build your strategy from. The rest is noise.
image: Alina Grubnyak
Think of it this way:
You know that person in your life that always gets you the perfect gift? They somehow just know? You want your brand to be the equivalent of that to your customers.
Knowing what your customers will love and value in the future means you can give them what they will love and value in the future.
You create something that matters for the people that matter to you.
You both win.
And that’s a trend definition I like.
