It can be exceptionally tiring. Chasing what’s trending. Trying to find anything that can convince prospects that your brand has ‘rizz’. By the way, that’s Oxford’s word of the year. It beat out ‘Swiftie’. Which may be another trend your brand is chasing.

Marketers are exceptionally guilty of running off after the latest shiny thing. Whether that’s a trend or new tech (you have to admit we’ve gone a wee bit overboard claiming every solution is now ‘powered by AI’.)

By the time you are able to create some connection between your brand and the latest thing, it’s no longer the latest thing. And so we’re off to the races chasing what’s next. It’s exhausting. Worse yet, it’s incredibly superficial and inefficient. That’s not a great combination for building brand love.

Okay smart guy, so what do we do?

In a Fast Company article, venture capitalist and author Morgan Housel offers this insight, “We have no ability to predict change, so let’s try to focus all of our attention on behaviors that have been showing up forever, all throughout history.”

Although he wasn’t speaking directly about brands, Housel’s insight is incredibly relevant to anyone who works with a brand. There are certain things that don’t change. Like the propensity of all of us to seek out a recommendation from someone we trust. Like our predilection for stories. And our desire for emotional connections. Let’s take a closer look at each of these.

The trust factor: seeking recommendations from those we have confidence in

Humans are social beings, wired to seek connection and community. When faced with a multitude of choices, we often turn to those in our circles whom we trust for recommendations. This trust is built on shared experiences, reliability, and a sense of understanding. Whether it's a friend, family member, or colleague, his or her endorsement of a particular brand holds significant weight in our decision-making process.

When we don’t have someone in our circles who can give us a point of view, we turn to the next level of those we feel we can trust. Maybe it is a peer. Maybe it is an expert. Or someone from a reputable organization that gives a recommendation.

Many things can change in the marketplace. However, it remains a constant that consumers consistently turn to those they trust for recommendations. It is crucial for a brand to recognize the power of these testimonials and their ability to transfer trust.

The allure of stories: a desire for narratives

At our core, we humans are storytellers and story consumers. We are drawn to narratives that resonate with our experiences, emotions, and aspirations. When it comes to brands, a compelling story can turn a mere transaction into an emotional journey.

Brands that weave a narrative around their offering create a connection that goes beyond the functional aspects. A story provides context, evokes emotions, and allows people to see themselves as part of a larger, meaningful narrative. Whether it's the origin story of a brand, the journey of its founders, or the impact of its offering on people's lives, a well-crafted narrative can transform a brand into something that is personal and relatable.

Emotional connections: beyond products to building relationships

All things being equal, people will choose the brand that makes them feel something. Beyond the functional benefits a brand may offer, people crave emotional connections. Brands that tap into the emotional aspects of the human experience create a lasting impact. Emotional connections are forged through shared values, empathy, and especially a brand's ability to resonate with the aspirations of its audience.

Moreover, people are more likely to remain loyal to a brand that understands and caters to their emotional needs. Whether it's a sense of belonging, empowerment, or joy, brands that evoke and respond to emotions build relationships that extend beyond individual transactions.

Trends come and go. Fads have an expiration date. It doesn’t mean that you shouldn’t connect with these when the time is right and it doesn’t feel forced. But there are things that deserve more of your attention and effort. The things that don’t change.  Like the recommendations of those we trust, the narratives that captivate our hearts, and the emotional connection that makes a brand more than just a product or service.

That may not have the allure of the latest thing. But their resonance is undeniable. And they are not going anywhere.