Do you want your brand to chase trends — or set them?
In today’s hyper-connected world, trends move faster than ever. One viral TikTok sound, one celebrity endorsement, or one clever ad can spark global conversation overnight. But while following trends may win short-term attention, it rarely builds long-term value.
At AWL Connoisseur Group Limited, we help brands stop playing catch-up and start leading. Here’s how your business can move from trend follower to trend setter.
🚨 The Trap of Trend Chasing
It’s easy to get caught in the trend cycle:
- Adopting the latest colour palette because it’s “in.”
- Copying a competitor’s social media strategy.
- Pivoting messaging to match what’s currently popular.
This approach can create bursts of attention but often leaves brands looking:
- Inauthentic – customers see when you’re copying.
- Inconsistent – constantly shifting identity confuses your audience.
- Vulnerable – when the trend fades, so does your relevance.
🔑 What Sets a Trend-Setting Brand Apart
1️⃣ Clarity of Purpose
Trend-setters know who they are and what they stand for. This clarity acts as a filter: they don’t chase every passing fad, only the ideas that fit their values.
2️⃣ Bold Creativity
Instead of looking sideways at competitors, they look forward. They experiment, innovate, and aren’t afraid to break category norms.
3️⃣ Consistency with Flexibility
Leading brands evolve with culture but remain recognisable. Think of Nike: campaigns shift with generations, but the brand essence — “Just Do It” — remains steady.
4️⃣ Listening and Anticipating
Trend-setters don’t guess. They study consumer behaviour, leverage tools like AI to spot shifts, and move early.
5️⃣ Strong Legal Protection
Being copied is inevitable when you lead. That’s why smart brands protect their IP so their innovations remain uniquely theirs.
📖 Case Example
A fashion startup we advised initially mimicked designs and campaigns from global giants. It kept them afloat — but not memorable.
We guided them through a repositioning exercise: clarifying their unique brand story, reimagining their visual identity, and securing trade marks for their designs. Within 12 months, their distinctive look was driving conversation, not following it. They went from chasing “what’s hot” to being hot.
🧭 The AWL Blueprint: How to Lead
- Define Your Essence → Get clear on values, voice, and vision.
- Audit the Market → Spot gaps rather than replicate successes.
- Innovate Creatively → Dare to do what others won’t.
- Protect What’s Yours → File trade marks, copyrights, and design rights.
- Amplify Authentically → Use channels strategically, but stay true to your core.
🌍 Why This Matters Now
The business landscape is global and fast. Following trends might keep you visible, but only leading builds lasting equity.
By positioning your brand as a creator, not a copier, you gain:
- Greater credibility
- Stronger loyalty
- Higher long-term value
At AWL, we help businesses across industries and borders make this leap — from chasing trends to shaping them.
💡 Final Thought
Trend followers are temporary. Trend setters are timeless.
Which one do you want your brand to be?
📩 Lets Connect: Ready to lead, not follow? Let’s build a brand strategy that sets trends — and protects them.
AWL Connoisseur Group 