But there’s a catch: trends can be a double-edged sword. Get it right, and your brand can spark conversations, connect with your audience, and elevate its relevance. Get it wrong, and you risk alienating your core audience or diluting your brand.
So, how can brands navigate this high-stakes game of trendsetting? It boils down to asking three essential questions before diving into any trend. These questions ensure that your brand engages thoughtfully and aligns with what matters most to your audience. Let’s dig in.
Understanding the Power and Pitfalls of Trends
Trends can be a brand’s best friend — or their worst enemy. Done well, they can amplify your brand’s presence, driving cultural relevance and fostering engagement. Think of trends as tools to showcase your brand’s personality and spark authentic conversations.
But trends can also backfire. Jumping on one that doesn’t align with your brand’s values can cheapen your image, confuse your audience, or worse — drive them away. A poorly executed trend can make a brand look like it’s chasing attention, rather than leading the conversation.
For example, when Beyoncé dropped her latest album, Chipotle’s organic team subtly tapped into the excitement without overplaying their hand. Instead of using Beyoncé's image (which would’ve been risky), they used an easily recognizable visual reference that connected with fans in a light, humorous way. This smart move engaged their audience while keeping Chipotle’s brand values intact.
As a brand, it’s all about balance — being timely without being random, strategic without being gimmicky.
The Three Core Questions to Ask Before Engaging with a Trend
Before you dive headfirst into the latest viral moment, ask yourself these three crucial questions.
1. Does the Trend Connect to Your Brand in a Meaningful Way?
Meaningful brand engagement is key. Sure, it might be tempting to hop on whatever’s trending just to seem relevant, but if it doesn’t naturally align with your brand, it’s a risk. Your engagement with trends should be purposeful — whether it’s through humor, impact, or relevance.Randomness is risky. If a trend feels disconnected from your brand’s mission or values, it’ll come across as forced and could backfire. Instead, think of trends as a language your brand uses to further its story. Ask yourself: Can this trend help us communicate our values to our community?
Take Chipotle’s Beyoncé example. They didn’t just hop on the album release; they used a visual metaphor that was playful, recognizable, and in tune with their brand’s voice. It didn’t feel random; it felt like Chipotle being Chipotle.
2. Are We Too Late to the Trend?
Timing is everything. Brand trends have different shelf lives — some are gone in a flash, while others stick around for months. Your brand needs to assess where a trend is in its life cycle before diving in. Are you catching it at its peak? Or has the moment passed and it’s now overdone by brands?
If every competitor in your category has already jumped on the bandwagon, your voice might get lost in the noise. It’s essential to think critically: Is there room for us to stand out? If you can’t offer a unique angle, it might be better to skip the trend altogether.
For instance, look at trends like “Brat Summer” — it stayed relevant for months, giving brands a longer window to engage. But other trends come and go so fast, they’re almost over before you know it. It’s all about being selective and intentional, rather than reactive. Additionally, there is no time to waste - if you can’t execute and launch quickly, it might not be worth the work.
3. Are We Being Reactive or Proactive?
It’s easy to get caught up in the rush of trending content, but there’s a fine line between reactive and proactive marketing. Simply copying and pasting what’s already out there is a missed opportunity. You don’t want to be just another brand jumping on the same train as everyone else.
Instead, think about how your brand can take the lead. By paying attention to cultural moments ahead of time — like an upcoming movie release, a sports event, or a major album drop — you can position your brand as a trendsetter rather than a follower. Planning ahead allows you to engage with trends while still setting your own tone.
Brands that pay attention to cultural calendars and engage strategically often come out on top. The Olympics, TV show premieres, or even significant social movements — these are the moments where your brand can lead the conversation and set trends, rather than scrambling to keep up.
Establishing Brand Guardrails for Trend Engagement
Having trend guardrails is essential for staying true to your brand. Trends can be fun, but they can also tempt you into uncharted waters that might not align with your overall strategy. Politics, for example, is an area where many brands choose not to engage to avoid alienating part of their audience.
Your brand should have clear boundaries — think of them as your “10 commandments” for trends. These guardrails help you avoid the short-term temptation of engaging with something that could harm your brand in the long run.
It might feel like you’re missing out on a fun moment, but staying true to your brand’s values will always pay off in the end. Trends come and go, but your brand’s integrity is more memorable.
How to Jump on a Trend Quickly and Effectively
The world of quick trend engagement moves fast. If your brand wants to ride the wave, it needs to be ready at a moment’s notice. One of the best ways to do this is by having a dedicated “culture listener” on your team, someone who’s in touch with what’s happening both in real life and online.
But here’s the trick: You don’t want to be the last brand to jump on a trend that’s already peaked. Often, the best trends start in grassroots conversations — those organic, smaller moments that haven’t yet exploded on a national scale. By paying attention to these conversations early, your brand can help shape the trend, rather than just following it.
For example, Chipotle didn’t wait for the Beyoncé hype to hit the mainstream. They saw the conversation building organically and jumped in with a timely, clever nod to the cultural moment. That’s how you stay ahead of the curve.
Trends are powerful, but they’re not always easy to navigate. By asking the right questions, you can make smarter decisions about which trends to engage with. Establishing clear guardrails will keep your brand from straying into risky territory, and staying alert to grassroots conversations will help you lead the way.
Now, take a look at your brand’s current strategy. Are you ready to engage with trends in a way that builds trust and relevance? Remember, it’s not just about jumping on the latest bandwagon — it’s about using trends to tell your brand’s story and stand out from the noise.
Ready to start setting trends instead of following them? Let’s talk.