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What’s the “secret sauce” of timeless brands?


Let's talk evergreen content.

If you haven't heard the term, I’ll break it down!

Simply put, this type of content is always relevant.

That's where the word evergreen comes in.

No matter what's trending, the content retains its freshness year after year.

So what does this have to do with brand design?

Just like effective content strategies, winning brands have a timeless feel.

They’re not just another TikTok trend that burns brightly then fades away…

Or a viral topic that’s hot one day and cold the next.

Instead, timeless brands steer clear of trends altogether.

As a result, they avoid becoming a small fish in a big pond.

And although tempting, constantly jumping into new trends can cause serious brand damage that only confuses your core audience.

****🧐 But without trends, how can a brand stand out? 🧐****

I'll start by saying that your goal shouldn’t be to stand out to everyone.

This is a one-way ticket to low-quality engagement.

Instead, start by planning with the end in mind.

Where do you see your brand heading in the future?

And which strategic steps can help you resonate with the right audience along the way?

The strategy is simple but significant.

That's because narrowing your focus helps you avoid blending in with the competition while staying true to your brand.

Now, I know what you might be wondering…

“But Abi, where can I find inspiration that isn’t a passing trend?”

Here, crafting a timeless brand is all about thinking long-term.

For example, which problems will your audience continue to face in the years ahead?

What is your brand’s Unique Selling Proposition (USP)?

And how can you combine your USP with your audience’s pain points to create a truly unique yet simple message?

As an example, consider this…

You just discovered a post from a brand you've never heard of.

And the post immediately resonated with you by offering value in some capacity.

So naturally, you take a deeper look at the brand’s social page or website.

What would make you more likely to hit the follow button…

Trendy yet inconsistent content that’s all over the board?

Or content that’s similar to the first value-adding post?

It’s the latter of course!

Never forget, people are the purpose behind everything you do.

Remembering this simple fact can take you further than you ever thought possible.

But in our world of fast content, discovery feeds, and algorithms, it’s easy to lose sight of what’s important.

The bottom line?

Trends come and go.

As they do, you don’t want your brand to be left behind.

That’s why building a consistent, simple, and value-adding presence is key to cultivating a loyal following throughout the years.

Chat next week,

Abi 🙂

P.S. I’ve broken down the need-to-know in this post if you’re interested!


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