Surfing with Essence: How to Follow Trends Without Losing Your Truth

Trends come and go — like waves that form, gain strength, and break on the shore.Some brands know how to use them as momentum to move forward. Others lose their way, trying to copy what was never theirs to begin with. The difference lies in conscious branding.

Following a trend is not about repeating ready-made formulas. It’s about understanding how that wave aligns with the brand’s essence. In conscious branding, a trend only makes sense when it strengthens what already exists — not when it tries to fill a void. It can be a filter that amplifies your message, but never a noise that distorts your identity.

Opportunism happens when a brand latches onto something popular just to get attention, even if it has nothing to do with its DNA. It might bring temporary engagement, but it rarely builds long-term value. Smart branding, on the other hand, uses trends as a tool to reinforce the narrative, reach new audiences, and create real connections — without ever abandoning the brand’s truth.

It’s like a boutique hotel brand riding the wave of sustainable tourism by creating experiences aligned with its purpose of positive impact — from design to communication. Or, on the opposite end, a hotel with no sustainable practices suddenly adopting “eco” and “green” labels just to look modern, without making real changes. One example builds trust; the other erodes credibility.

Trends can be powerful allies — but only when there’s a solid foundation. When there is conscious branding, every move is a natural extension of the brand’s essence. And that, more than grabbing attention, builds desire.

If your brand needs direction to grow with authenticity, talk to One. Let’s build a positioning strategy that doesn’t depend on the wave — but knows how to use it in your favor.