How to Stay Current Without Compromising Brand Equity
- Feb 23
- 6 min read
Updated: 20 hours ago
You’ve worked incredibly hard to develop your brand. Long days and all-nighters propped up by super greens, functional fiber, comfort food, and energy drinks. Oh yeah, chocolate. Lots and lots of chocolate. That’s why it’s important both to honor the investment you’ve made as well as to keep pace with change.
Rule number one: Wear comfortable shoes because culture changes fast. Technology too.
Rule number two: Look both ways before crossing the street. Step back to understand trends and assess the social media environment in which your brand appears. What are your competitors saying and displaying? What messaging styles and subjects dominate feeds? How are consumers feeling these days? And most importantly, how does your brand look in the mix?
It just might be time for a refresh.
Rule Number Three: You don’t necessarily need to reinvent the wheel, but you may need to put air in the tires. Get pumped! There are a number of new graphic directions dominating social media platforms and editorial environments these days. They can be applied to brands-in-need-of-a-boost a number of ways. Type, color, imagery, layout, and illustration are just a few of the available tools.
So, How Did We Get Here?
Let’s take the 10,000-foot view. Since graphic trends reflect consumer (and designer) response to what’s going on in the world, it’s important to hike all the way uphill so we can look down at the landscape. C’mon, it’s great up here. I know you’re tired, but the summit will make a great Instagram pic. Stay with me. Here’s what we’re seeing.
AI is everywhere. Understandably, it can be intimidating. But it can also be helpful. And AI isn’t going away. This doesn’t mean turn your communications program over to technology. But it does help explain why consumers are placing even greater emphasis on real-life interactions. We value trust. We crave authenticity. We seek supportive communities.
News consumption is way down. Folks are micro-dosing parts of real life because, well, it’s complicated. That’s why entertainment access is up. Positivity is in vogue. And storytelling dominates social feeds.
Generational change is happening. Like tectonic plates shifting under our feet. No one is predicting a major earthquake, but we can’t ignore the increasing presence of Gen Z and Gen Alpha. Their opinions, tastes, and language (“Skibidi.” Sorry, had to say it.) invite us to be playful. But we must acknowledge these new consumers without ignoring Millennials and Gen X. Thankfully, the generations have some things in common. Everyone cares about individualism. Kudos go to those who break boundaries. It’s okay to color outside the lines, literally and metaphorically.
How Does All This Translate Graphically?
Get Real. Give us something to believe in.
Realism has re-emerged as a graphic and design trend. Realism is not just about content subject matter; it’s about style of presentation. Visuals that are candid, textural, emotional, and imperfect gain consumer trust. They build community by keeping in the blips, blemishes, and bumps in the road that unite us in our imperfections. In fact, they celebrate our shared humanity by featuring raw, honest emotion. Authenticity is essential. So, nothing too bright and shiny. Retouching, not so much. Filters, woah take it easy there! Connect with users through believable imagery and illustrations with something to say.
Gimme Shelter.
Prioritize hopefulness. Social media stories receive way more attention than static messaging. Short videos and animations help distract from more serious headlines in a feed. Now, more than ever, we’re engaging with stories of resilience. They offer inspiration. Holding onto hope, no matter the odds, is downright medicinal. So, look for stories that celebrate the best of us and connect those back to your growing brand community.
Be True to You
Individualism is on display in fashion and film. Books, visual arts, music, and social media feeds celebrate unique forms of self-expression.
Graphically, that means breaking the rules. Apples don’t need to be red. Type breaks don’t need to be at the end of sentences. Images don’t need to be static. Be playful. Brightness, energy, and motion are freeing. Any way to break the conventions of your category channel originality and confidence? Even magical realism works. You get the picture. Or should I say, you make the picture any which way you want.
Be Present
If your brand is going to become a trusted friend and a destination social media community, then you’ll need to maintain an active online presence. That means posting lots of content. It’s essential.
You can source content from nimble design studios and creative partners. Even followers who connect with your ethos can be a wellspring. Partnering with other brands is another way of staying present. So, make a content calendar. Plan ahead.
One more thing. Be sure to respond to national and local events. If an important, uncontroversial cultural conversation begins, connect to it using your authentic brand voice. Pronto.
Cultural Conversation
Remember when Oreo grabbed national attention, earning itself untold amounts of free media coverage, by posting “You Can Still Dunk in the Dark” during Super Bowl XLVII’s power outage at the Superdome.
And tons of brands painted themselves in orange glitter when Taylor Swift announced the release of her Life of a Showgirl album. Dunkin’s “we’ve always been in our orange era” received praise for its simplicity and attitude.
And finally, have some fun. Infuse your brand with the lightness, candor, and optimism these times demand. We’re all craving it. Like chocolate.
Phew! That's A Lot. Here Are Some Ways To Get Started
Before you proceed, be clear about where you're going.
Go through the process of clarifying your brand story, voice, and personality. That's an essential first step.
Next, build your content calendar. But don't write in ink. Be flexible in case new ideas and opportunities arise. You'll want to have a plan so you don't wake up every morning wondering what to post. Your posts can feature small stories that allow brand followers to know you better. Things you thought about or did.
You're brand is building a relationship with its followers, so establish a meaningful give and take conversation.
Another important step before you get to work....think visually as you proceed. It's more fun and way easier to jot down ideas as you go.
And finally, have some fun. Infuse your brand with the lightness, candor, and optimism these times demand. We’re all craving it. Like chocolate.
Sources:
Everything we share here is meant to be helpful and inspiring. We’re speaking from experience and past proof of concept. We respect each other's works, cultures, and opinions. The trends, examples, and observations in this article are provided for educational and inspirational purposes only. Mentioned brands, businesses, and cultural references are not affiliated with or endorsing this content. Opinions on all subject matter, audience behavior, andstrategies are general observations and may not apply to every audience or situation. Always consider your brand values, goals, and audience sensitivities before implementing changes or creating new visual content. Please consult a qualified professional when needed to help make decisions. You are responsible for how you choose to use this information, and we are not liable for any loss, damages, or issues that may arise. We can’t be responsible for how things play out, but we’re always rooting for your success!
Credits
Author: Julie Garel
Editor: Jenn Hart (More About Me)
Associate Editor: Sarah Dawoud
Art: Sharon Bakas
Julie Garel
Is a writer and market researcher living in Washington, DC. Julie has worked at numerous global agencies and creative boutiques as Chief Curiosity Officer where she gained considerable experience in the tourism, hospitality,
education, and health care sectors.
Julie holds master’s degrees in international business, environmental management, and conflict resolution. She loves hiking up mountains, live music, and her family, especially Boo, her rescue pittie.
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