How to Develop a 'Vibe' Instead of Chasing Trends

Trends look attractive: everyone’s talking about them, imitating them, hoping to “go viral”. But what happens after the buzz? Often, the brand’s voice is lost. The visuals change. The tone shifts. And the audience wonders: are we still the same brand?

Here’s why this approach can backfire:

• Inconsistent messaging: When you react to every new trend, your visual style and tone may drift. Consistency suffers.

• Audience confusion: If your brand feels one way today and something else tomorrow, your followers may not know what you stand for.

• Short-lived wins: A trending clip may boost views temporarily, but it rarely builds a meaningful, long-term relationship.

• Authenticity risk: Audiences increasingly value authenticity. A brand that seems opportunistic or off-brand may lose trust.

Research shows that emotional connection matters more than features. According to one source, brands that form emotional connections deliver 52 % more value than those that simply satisfy customers. Another finds that 82 % of shoppers expect brand values to align with their own.

So chasing what’s “hot” may give you a spike, but the spike doesn’t always lead to loyalty, and loyalty is what sustains a brand.