Why Trendy Brand Identities Can Hurt Long-Term Growth

Emily Heyward, co-founder and CEO of Red Antler, has helped build brand identities for iconic companies over the years. She believes strong branding is rooted in originality and long-term thinking rather than short-lived trends.

Heyward explained that many aesthetic trends begin with one unique idea. However, once competitors start copying that idea, the originality fades and the impact becomes weaker over time.

“All of these aesthetic trends we see, someone started them,” Heyward said. As more brands imitate the same style, the uniqueness disappears and the branding becomes less effective.

She emphasized that brands should avoid blindly following design trends. Instead, they should focus on building something authentic that truly represents their identity.

Branding and Marketing Serve Different Purposes

During her conversation with Marketing Brew at Cannes Lions, Heyward explained the key difference between branding and marketing. While they work together, they serve very different roles.

According to Heyward, branding acts as the foundation of a business. It creates a long-term North Star that guides how a company is positioned and perceived in the market.

Marketing, on the other hand, focuses on telling the brand story in fresh and engaging ways. It allows companies to stay relevant, launch campaigns, and connect with audiences through changing trends.

She noted that marketing requires flexibility, especially on social media where trends move quickly. However, brand identity should remain stable and consistent over time.

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Originality Creates Lasting Brand Impact

Heyward believes brands should be cautious about becoming too trendy. While short-term campaigns can embrace popular moments, brand identity needs to be built for long-term recognition and trust.

She shared admiration for Rhode and its recent branding success. In the beauty industry, branding plays a major role in determining which companies stand out.

Heyward praised Rhode for making smart and creative branding choices. She highlighted the brand’s innovative phone case as an example of originality that captured attention.

She also noted that many brands now want to copy Rhode’s success. But instead of imitation, she believes brands should create something original that hasn’t been done before.