Tip of the week: Stay true to your brand even when trends change

Every few weeks a new trend appears: a style, a format, a challenge. Following everything makes your brand confusing. Following none can make it look old. The balance is to join trends that fit you.

Before joining, ask:

• Does this suit my brand voice and customers?
• Does it help me explain or sell what I offer?
• Would I be comfortable if my customers saw it in ten years?

If yes, add your own twist. If not, skip it, without guilt.

A funeral services business has no reason to follow a dance trend. A young fashion seller in Zanzibar might use a popular music clip to show new outfits, because it fits her audience.

Review your brand every year. Small updates, like fresher photos or a clearer tagline, keep it alive without losing recognisability.

Remember that customers return for dependable value and character, not just novelty.

This week: write three sentences that describe what your brand will never do, and use them as a filter.