Let’s talk about trends—you know, the latest TikTok dances, Instagram aesthetics, or even seasonal food crazes. Here in San Diego, where everyone’s got a pulse on what’s cool, it’s tempting to hop on every trend you see. But not every trend fits every business, and chasing them all can make your brand look lost or fake.
Let’s chat about how to take advantage of trends without messing with what makes your brand you.
1. Check the Fit: Does This Trend Match Your Brand?
First thing’s first—just because something’s trending doesn’t mean it’s right for you. Before you jump in, ask yourself: Does this align with what my business is about?
Here’s an example. Remember when everything went neon for that Y2K aesthetic trend? If you’re a surf shop in Pacific Beach with a laid-back, earthy vibe, slapping neon colors all over your branding would feel off. Instead, you could nod to the trend with a limited-edition surfboard design or an Instagram post that riffs on the look.
You don’t need to overhaul your style to stay trendy. Find a way to make the trend work for you, not the other way around.
2. Stay Loyal to Your Core Customers
Your regulars—the ones who come back for your acai bowls in Encinitas or your handmade jewelry in South Park—love you for a reason. Don’t alienate them by trying too hard to chase what’s hot.
For example, let’s say you run a craft brewery in North Park. The pumpkin spice craze comes around every fall (you’ve seen it). If your regulars love your hoppy IPAs and creative sours, you can lean into the trend without fully committing to pumpkin everything.
Try naming a seasonal beer something fun like Gourd Vibrations—a nod to the trend but still in line with your brand’s personality.
3. Be Quick, but Don’t Rush
Here’s the thing about trends—they don’t wait for anyone. In San Diego, where the pace is chill but the market is competitive, you’ve got to move fast if you want to hop on a trend.
But here’s our advice: don’t rush so much that you compromise on quality. If you’re a small coffee shop in La Jolla and the current craze is matcha-flavored everything, take the time to perfect your recipe. People would rather wait for a killer matcha latte than settle for something mediocre.
4. Put Your Own Spin on It
If you’re going to hop on a trend, make it yours. San Diego is a city full of creativity and individuality—so let your business stand out!
For example:
- If you’re in fashion: Maybe oversized tote bags are trending. If you’re a Mission Hills boutique, offer a locally inspired design with San Diego landmarks or coastal patterns.
- If you’re in food: Viral menu items like “birria tacos” are everywhere. Instead of copying, create your own twist—birria-inspired breakfast tacos, anyone?
Trends are fun, but your customers want to see your version of it.
5. Know When to Skip It
Sometimes, the best move is to sit out a trend. Not everything aligns with your brand, and that’s okay. Staying authentic is more important than trying to stay relevant.
Let’s say you’re a yoga studio in Ocean Beach, and the latest fitness craze is all about high-intensity, boot-camp-style workouts. That’s cool, but if your brand is all about mindful, restorative yoga, this trend might not be your jam. Don’t force it. Stick to what you’re great at, and your customers will thank you for it.
6. Use Trends to Start Conversations
Even if a trend doesn’t directly align with your products, you can still use it to engage with your audience. Social media is perfect for this.
For example:
- Hop on a trending TikTok sound, but tie it back to your business. A flower shop in Hillcrest could use a funny audio clip to show how fast they sell out of peonies.
- Post a meme about a trending topic and add a caption that relates to your industry. If “coastal grandma” is trending, a local decor shop in Little Italy could share a “coastal grandma starter pack.”
You’re staying relevant without forcing the trend into your core offerings.
Let’s Keep Your Brand True to You
Take a step back, ask yourself if the trend makes sense for your brand, and find a way to make it your own. When you approach trends with intention and creativity, you’ll not only stay relevant—you’ll strengthen your connection with your customers.
If you’re not sure how to balance it all, we’re here to help. Contact us today at 619-337-8088 —we’d love to chat about how we can help your brand grow without losing its heart.
