How to use marketing trends without losing your voice

How to use marketing trends without losing your voice.

 

In the last blog, we talked about how to stay across marketing trends without falling down a doom scrolling rabbit hole. Before that, we covered how to decide which trends are worth your time, and what keeping up with marketing trends actually means.

 

So now you know:

• what to look for
• how to decide if it’s worth it, and 
• how to stay across things without wanting to throw your phone across the room.

 

Let’s wrap up by talking about the thing that really, really matters.

 

How to actually use a marketing trend without sounding like a copy of every other business out there, and without losing what makes your brand, well… you.

 

Make it fit your brand voice

 

Not every trend needs to be followed word for word, or script for script.

 

In fact, please don’t.

 

If your brand voice is friendly and calm, you don’t need to suddenly shout in all caps or start dancing to trending audio. 

 

If your tone is fun and casual, you don’t need to pretend to be super corporate just because a trend is flying in the finance space.

 

The trend might be the format, like short-form video, carousels, or storytelling, but how you use marketing trends without losing your voice is what makes it resonate with your ideal clients.

 

So tweak the trend to suit your voice, your vibe, and your audience. That’s what builds trust.

 

Use the trend as a framework not a formula

 

A trend is often just a repeatable idea that’s caught on. Think of it as a starting point.

 

But instead of copying exactly what someone else did, use the structure of the trend and make it relevant to your business.

 

For example:

• If the trend is a “3 myths about [your industry]” post, write your own version.
• If it’s a behind-the-scenes reel, show your actual process, not someone else’s curated version.
• If it’s a carousel that educates, use your own content pillars and language to make it useful for your ideal clients.

 

It’s the framework that makes the trend accessible. Your perspective is what makes it original.

 

Keep the focus on your ideal clients

 

Just like everything in marketing, this isn’t about chasing cool. It’s about connection.

 

So when using a trend, ask:

• Does this help my ideal clients understand what I do?
• Does it show them how I can help solve their problem?
• Does it reflect the values or personality behind my business?

 

If you’re just doing it because it looks fun or “everyone’s doing it” (and I get that temptation), take a pause and ask yourself if your ideal clients are going to care.

 

If they wouldn’t find it helpful, interesting, or relatable, it’s probably not worth your time.

 

Be selective and strategic about how you use trends (and keep your voice)

 

You don’t need to jump on every trend. 

 

Let me repeat that… You don’t need to jump on every trend. 

 

In fact, using just one trend every now and then, in a way that feels like you, is going to be more powerful than using a heap of them in ways that feel disconnected or forced.

 

I don’t jump on trends very often—but I did jump on the Barbie in a box one. It was a bit of fun and gave me the chance to show a little personality and a give a quick marketing insight.

 

 I even said in the caption,

“I don’t often jump on socials trends, but this one was a bit fun. Who else has Barbie-ised themselves? I’ve gone with two versions of me. Work and play. Can you tell which one is which?

Also, a little reminder that marketing that works isn’t about looking picture perfect in a a box. It’s about finding your voice, being consistent, and keeping things real (even when you’re dressed up like Barbie).”

 

It worked because it was still me. It reflected both sides of who I am, while still being relevant to my brand.

 

So, focus on consistency and clarity, not popularity. Your clients want to know who you are, what you do, and why you’re good at it.

 

That message shouldn’t change just because a new trend rolls in.

 

It’s okay to skip it completely

 

And sometimes, a trend just isn’t the right fit. And that’s totally fine.

 

You don’t have to explain yourself. You don’t have to feel guilty. You’re allowed to say, “That’s not for me,” and keep doing what works for your business and your marketing strategy.

 

For example, Reels might be everywhere right now. But if you’re not comfortable on video, or your ideal clients aren’t watching Reels to find businesses like yours, then skipping that trend won’t hurt your growth. In fact, trying to force it might do more harm than good. You’ll feel awkward, it’ll show, and your message will get lost.

 

What works for one business might feel completely wrong for another. It doesn’t mean you’re falling behind. It means you’re staying focused and strategic. 

 

Saying no to a trend can actually be a smart decision  not a missed opportunity.

 

Want your marketing to stay relevant and true to you?

 

That’s exactly what I help my clients with. No cookie-cutter strategies. No pressure to be everywhere. Just simple, smart, consistent marketing that aligns with your brand, connects with your ideal clients, and actually gets done.

 

So if you're tired of trying to figure it out on your own, or you’re ready to make marketing one less thing you have to manage, let’s chat. You focus on running your business and I’ll keep your marketing on track.