A lot of blogs around this time of the year try to predict and forecast what we can expect from the year ahead. But, SPOILER ALERT: I don’t believe in trends. Especially when it comes to branding.

Your brand should be built on your unique story—on a strong foundation of timeless values and meaning that will last far beyond any trend.

But, that doesn’t mean we shouldn’t be mindful of what’s happening around us.

Trends are important to watch not to copy what they are, but to examine why they are happening.

In this blog, I’ve taken trends I’ve been observing (but more importantly, the motivations behind them) and turned them into actionable ideas to help you build your brand in 2021.

Yes, face mask and all.

It’s easy to hide behind a brand. It’s the biggest challenge I have with my clients. They shy away from showing their face on social media and cringe at the thought of doing a live or speaking directly to the camera in stories.

But, listen. People don’t just buy products, they buy products from people. And people are looking to engage with brands that feel familiar and human; brands they can trust and champion.

Particularly if you are a small businesses, side hustler or solopreneur—you are your brand. I repeat, you are your brand. Stop hiding behind what you think your brand is and challenge yourself to make real connections to the humans, just like you with the same insecurities and quirks, on the other side of that screen. Trust me. People will respond in ways that a beautiful branded graphic just can’t.

This has been a growing trend over the past decade. But in 2020, we really saw more brands taking the time to share their startup stories, behind the scenes and mission-driven content all in an effort to connect more deeply with their consumers.

People want a connection that goes beyond the transaction. And in a world where they have more access to a million options just like yours, you have to ask yourself— what is going to differentiate your brand or experience from the rest and be the tipping point for them choosing you?

I guarantee you, 100% of the time, it’s going to be your brand story and the connection they make to not just what you do, but why and how you do it in the way only you can.

2020 has shown us the importance of brand responsibility, the power of cancel culture and the desire for people to use their purchasing power to create the change they want to see in the world.

People will continue to crave and demand more sustainable, ethical, and transparent ways of doing business. They will expect brands to have a strong point of view, to stand for something and be driven by values as much as profit.

Listen, just because I don’t believe in following brand trends, doesn’t mean your brand has to grow stale or tired.

You can always reinvent yourself or your brand and leverage a trend (hello, Tik Tok) by creating micro-campaigns or short-term experimental content.

Think about how big brands do this with commercials or temporary slogans (i.e. McDonald’s I’m Lovin’ It back in the 2000’s. Still kept their iconic golden arches, still kept their brand colors red and yellow, but they reintroduced themselves in a fresh, new way with a successful campaign. And hey, when times change again (as it always will), they will pivot and create a new campaign once again.)

You can think about this in the way you might change your style or wardrobe. Who you are, what you believe in, your name, etc. (aka your brand) doesn’t change just because you change your clothes. Sure, you can wear something trendy and cool in the moment, but you should still always be you.

Now, there is one exception to this. Maybe this change you’re experiencing or experimenting with feels more long-term. Maybe you are becoming an entirely different person under those clothes, or they aren’t fitting the same as they once did. In that case, it might be time for a rebrand to better reflect the new person you are becoming, or already are.

Anyone else cringe when they see another Instagram update or release of a new feature?

As much as I love new ways to create, I also feel overwhelmed by the many different platforms and features that I have to constantly keep up with.

Whenever something new comes out, my clients immediately message me things like, “Should I be making reels? Should I be on Tik Tok?”

Here’s what I’ll say:

On Instagram:
The instagram algorithm sucks. We know this, we hate this. But we must also learn to work with it. Think about engagement from Instagram’s perspective/goals as a business. They want people to use their new features and spend as much time on the app as humanly (or inhumanly) possible. So the algorithm is designed to reward such behaviors. If you want the algorithm to work for you, use all their features (make reels, do lives, post on IGTV, like, comment, share…. you get it.) Do this to the best of your ability as often as you can.

But remember, unlike the algorithm, you are not a robot. You are a human being with a life outside of the app. So don’t stress yourself out about posting enough or try to create content like a machine. Just do your best, engage with your audience first and foremost and have compassion for yourself as you go.

On Tik Tok (or any other platforms):
Deciding what platforms you should be on depends entirely on your unique business and where your specific audience is most engaged and active. You cannot and should not try to be everything for everyone. Be strategic and intentional with your time and where and how you choose to show up. Seek out your customers or your audience wherever they are and in the ways that best serves them.

And, if you need more help finding focus, you can always download my latest guided workbook to help you craft an actionable plan for your brand in 2021.

Don’t forget this week only I’m giving everyone a virtual high-five just for making it through 2020. Use promo code HIGHFIVE at checkout for $10 off.