It’s easy to see how current trends can be a big influence when in the process of creating or reshaping your brand – especially your logo. But trends are trends for a reason. By definition they represent something of-the-moment, while the goal of any brand is the exact opposite!
Your brand is meant to be timeless, authentic to your mission, values, and services or products — what makes your business unique. You don’t define success by imitating others. That’s how brands die.
NCD finds it critical to establish your brand’s integrity from the get go and build on that, forming a solid, reliable, identifiable reputation that can grow as you grow. You won’t achieve that by following a trend, like the current hipster logo for example, which is not a true fit if you’re a dentist office, or financial service. Your brand is your ultimate ID, the foundation upon which you build everything else.
How Trends can Serve or Fail your branding process
While it’s important in business to be up on what’s current to best reach and serve your market, beware the hoopla around trends. With all the trend reports, blogs, watchers and predictions, it can be easy in our all–too-fast digital age to feel out of the loop unless you’re on top of – let alone a creator of — what’s new, what’s hot and what’s next.…
Bear in mind, there are two kinds of trends: those that are fleeting, and those few that get enough traction to build into a market shift. For example, websites today require a responsive design to adhere to our busy routines, where checking information on a phone is far more accessible than a computer. While responsive design started as a trend, it quickly became an industry standard that now affects both the experience of a user and profits of the company.
We at Nicte Creative Design guide our clients to use trends for their greatest value: your research. Your first question should be to clarify the needs of your company’s demographic, then study any trends in your industry to learn from the most effective. Then ask: what is the appeal of those trends to YOU? How can you make it your own, stand out, communicate your own values without falling into a trend?
Leverage your research with strategic design and get assistance incorporating the timeless elements of those trends into your visuals, products or services and marketing campaigns! A pro will check that there’s no copyright infringement that can cause potentially hefty fines — tough for any company, but a consequence that could financially decimate one new to the market.
NCD guarantees this to be true: People who really want to invest in your brand will not do it based on a trend, which always change – just like fashion. Some may come back into style decades later, but you don’t want to date yourself! Use trends to better what you offer and sharpen your eye to what trends may be becoming game changers so you can get ahead of them in your products and services. But as far as designing your brand goes, longevity is key!