Are You Building a Brand or Just Joining the Crowd?
By Anesa K. Chastain Jones - Advertising Insights with Anesa
Every few weeks, social media hands businesses a new trend.
Sometimes it’s a meme. Sometimes it’s a challenge. Sometimes it’s a viral image that suddenly seems to appear on every timeline.
Recently, it was the Empire State Building.
For a few days, businesses from nearly every industry placed their logos on the same image and shared it with their followers. It was everywhere. Some of those posts generated likes, comments, and shares. They got people talking for a little while.
There’s nothing inherently wrong with participating in a trend. Social media is meant to be social, and showing a little personality can be a good thing.
The question is whether the trend is helping your business or simply helping the trend.
That’s an important distinction.
As advertisers, we often see businesses chase whatever is popular at the moment because everyone else is doing it. It’s easy to feel like if every other company is posting something, you should too.
But effective marketing isn’t about keeping up with every trend.
It’s about giving people a reason to remember you.
When someone scrolls past your post, does it reinforce who your company is? Does it remind people what you do? Does it reflect your personality, your expertise, or your values?
Or could your logo be removed and replaced with almost any other business?
The strongest brands are recognizable even before someone sees the company name. Their voice, their style, and their message become familiar over time because they’re consistent, not because they chase every viral moment.
That doesn’t mean you should ignore trends altogether.
If a trend genuinely fits your business, your audience, or your sense of humor, join the conversation. Have fun with it. Just make sure it still sounds like your business and not everyone else’s.
Marketing should always have a purpose beyond collecting a few extra likes.
Likes don’t necessarily create customers.
Recognition does.
Trust does.
Consistency does.
The businesses that stand the test of time aren’t usually the ones that posted every viral trend. They’re the ones that consistently reminded customers who they are, what they stand for, and why they deserve their business.
So the next time a trend takes over your social media feed, pause for just a moment before hitting “Post.”
Ask yourself one simple question: Is this building my brand, or am I simply joining the crowd? If the answer is “both,” you’re probably on the right track. If it’s only the second one, it might be worth taking a few extra minutes to make the post uniquely yours.
Advertising Insight: Virality is temporary. Brand recognition is lasting. Every post should strengthen your business, not just your engagement.
ANESA K. CHASTAIN JONES, General Manager/Graphics Director, 918-285-1314, graphics@oklahomaschoiceweekly.com
