There’s a reason marketers love seasonal trends.
They give us a ready-made conversation. They give audiences something familiar to react to. And they make a brand feel like it’s part of the moment rather than simply broadcasting a message to its audience.
But there’s a difference between being timely and chasing every trend that comes along. Just like every would-be influencer doesn’t need to attempt the latest dance craze, every brand doesn’t need to hop on every seasonal trend.
Here are a few guidelines that can help you find the balance and align your brand identity with fitting seasonal trends:
1. Accept that every trend isn’t right for your brand.
Relevance doesn’t mean participation at all costs.
If a trend has no meaningful connection to your brand, audience, or expertise, forcing it can make your marketing feel exactly that: forced.
Before jumping in, ask:
- Does our audience actually care about this?
- Can we add something useful or entertaining?
- Does it fit our brand voice?
- Is there a natural connection to what we offer?
- Will this still make sense if someone sees it without knowing the original trend?
If the answer to most of those questions is no, let the trend go! There will always be another one.
2. Start with what your audience already cares about.
The best seasonal marketing starts with, “What is our audience thinking about right now?” Maybe they’re thinking about that dubbed video clip everyone’s laughing at on socials…but there’s a good chance you can find something that resonates even more.
This fall, the trick is considering how seasonal themes fit with your audience’s lifestyles.
Fall brings obvious themes: changing routines, back-to-school schedules, football, Halloween, cooler weather, holiday planning, and the beginning of Q4. But different audiences experience those moments differently.
A fitness brand might focus on maintaining routines as daylight hours shrink. A financial services company might talk about year-end planning. A restaurant might build content around comfort food and seasonal ingredients.
Once you’ve identified what your audiences are already thinking about, the rest will “fall” into place.
3. Find the overlap between the trend and your brand.
A seasonal reference works best when it connects naturally to what you already do. So if there’s a trend you absolutely adore, it’s possible to make it work—if you can find that thoughtful overlap.
Imagine a cybersecurity company posting “Haunted House of IT Mistakes,” where each room represents a common security problem. This could be a fun graphic or interactive element on the website.
The Halloween theme isn’t the whole idea. It’s the creative wrapper around something the brand already has expertise in.
That’s the sweet spot: The trend gets attention; your expertise provides the value.
One of the ways that Mad 4 Marketing distinguishes our work is by taking a creative approach. If you want your brand to be more timely and trendy but can’t figure out how to break past the obvious clichés, we’re happy to help you brainstorm and develop a few on-trend campaigns that truly stand out.