Trends vs Tradition: How African Brands Can Innovate Without Losing Their Identity

In this article, we&#8217;re looking at trends and traditions—the dangers of following trends blindly and the risks of sticking to traditions when the signs are clear for a transition. In it right? In a small business management group, we discussed the content we share for an organization whose portal we manage. One of the interns suggested that we should run the captions in a particular way because they had seen several similar organizations using the same pattern. I paused for a moment and then told them that just because others are following a particular pattern doesn&#8217;t mean it&#8217;s the right fit for us. Firstly, it doesn&#8217;t mean it&#8217;s right. What they are doing may be completely wrong. Just because they are screaming and shouting doesn&#8217;t mean we should also scream and shout to get the attention of our audience. We need to run our content through a set of filters to ensure that what we produce aligns with the brand we are working on. Blindly following trends is dangerous both for business owners and brands. The fact that something is trendy doesn&#8217;t mean we should all jump on it. That said, there is a time for leveraging trends. However, for brands to stay on the right path and maximize exposure, they must always have standards and metrics to work with. Brand Alignment: Does the Trend Fit Your Identity? When something is trending and we want to follow it, the first check we need to run is what I call brand alignment. What is trending at the moment? For example, everyone is using voiceovers and dancing on TikTok. But is that something that aligns with our brand strategy, values, and signature? Does it fit with the kind of audience we want to impact? If it doesn&#8217;t align in any way—regardless of its reach and impact—or if we can&#8217;t find a way to align it with what we stand for, then we must uncheck that trend. Brand Values: Staying True to What You Stand For The second filter to apply is brand values. Every brand, whether a solopreneur, MSME, or large corporation, has values. What are your brand values? Authenticity? Honesty? Integrity? If a trend violates your core values, then it&#8217;s not something you should follow. Just because people are craving certain types of content doesn&#8217;t mean you should feed them with it. Staying true to your values ensures long-term trust and credibility. I recall a conversation with a few friends about different types of brands. We observed some individuals skyrocketing in their industries by adopting certain methods. Someone asked why we weren&#8217;t trying those methods. We all laughed because we knew what we stood for. Our brand values were based on honesty and authenticity. Yes, others were succeeding, but for us, it didn&#8217;t align. Just because people are making money from a certain trend doesn&#8217;t mean we should follow suit. There&#8217;s something within a person&#8217;s core that tells them when something doesn&#8217;t feel right. We can make millions, yes, but if it doesn&#8217;t sit well with our conscience, then it&#8217;s not worth it. Ethics: Is It Right or Wrong? The third filter is ethics. Some believe that to break through in business, you need to be ruthless and relentless—doing wild and crazy things to gain attention. But even amid that, you need to step back and ask yourself: Is this ethical? Are you violating certain principles or values? Are you twisting arms, misleading people, or engaging in deceptive marketing just to sell products and services? If something is unethical, no matter how successful it appears, it is not worth the compromise. Every business or industry has its code of conduct and ethics. Journalists, public speakers, PR professionals, and content creators all have ethical standards to uphold. Violating these ethics for the sake of trends can be damaging in the long run. Yes, others may disregard ethical standards to trend, but if you filter your decisions through these values and realize they don&#8217;t align, then it&#8217;s best to avoid them. When to Leverage Trends On the flip side, not all trends are bad. If after filtering a trend through brand alignment, values, and ethics, you find that it doesn&#8217;t violate your principles, then you can leverage it. If it aligns with your brand, go for it. If it upholds your values, embrace it. If it adheres to ethical standards, make the most of it. When all these criteria check out, you can confidently integrate a trend into your strategy. You can experiment with new ideas while ensuring they align with your long-term brand positioning. The Dangers of Abandoning Traditions While trends can be useful, abandoning traditions completely can also be risky. Brands that have grown to a certain level must maintain the standards and principles that have kept them successful. Recently, I saw a top government institution engaging in the same content style as less reputable organizations—turning serious matters into memes and jokes. It was shocking. A government institution should maintain a level of decorum and authority. They shouldn&#8217;t dilute their brand just to trend. Sometimes, the masses are moving in a certain direction, but that doesn&#8217;t mean they are always right. Just because something is popular doesn&#8217;t mean it is good for your brand. Evaluate it critically before making a move. Striking a Balance: Merging Trends and Traditions As brands and businesses seek to grow, it is crucial to avoid blindly following trends just because they are happening. At the same time, holding on to outdated traditions without recognizing necessary transitions can also be detrimental. There must be a balance—a blend of the old and the new. We must learn to integrate new and effective strategies while staying true to our brand&#8217;s core principles. This is how businesses stay relevant without losing their identity. Legacy: Building for the Future Beyond trends and traditions, consider legacy. What kind of brand legacy are you building for the next generation? Are you creating something that will last, or are you merely chasing short-term fame and profit? Legacy matters. Your service, products, and brand should not only serve people today but also impact generations to come. A strong brand does not chase trends aimlessly—it builds a reputation that lasts. Final Thoughts So, as you grow your business, go through this checklist: Brand Alignment – Does this trend align with your brand&#8217;s vision and values? Brand Values – Does it uphold your principles and integrity? Ethics – Is it morally and professionally acceptable? Legacy – Will this contribute to long-term success and impact? If a trend checks all the boxes, you can leverage it alongside your traditions to push your business forward. If not, then it&#8217;s best to leave it behind. The key is balance—knowing when to innovate and when to preserve traditions. I&#8217;m positive if these things are done right, you can scale your brand, remain authentic, and create a lasting impact. Let&#8217;s do things right, serve the community with integrity, and build something meaningful that future generations will be proud of. Download copies of the recommended books below. <a class="aawp-product__image-link" href="https://www.amazon.com/dp/B0DZ19F8XD?tag=bkc07-20&linkCode=ogi&th=1&psc=1" title="UnGoogleable Brands: The Rise of the Silent Brands" rel="nofollow noopener sponsored" target="_blank"> UnGoogleable Brands: The Rise of the Silent Brands Amazon Kindle EditionKelvin Clive, Bernard (Author)English (Publication Language)68 Pages - 03/01/2025 (Publication Date) Buy on Amazon <a class="aawp-product__image-link" href="https://www.amazon.com/dp/B00LW9I8DY?tag=bkc07-20&linkCode=ogi&th=1&psc=1" title="REBRAND: The Ultimate Guide to Personal Branding" rel="nofollow noopener sponsored" target="_blank"> REBRAND: The Ultimate Guide to Personal Branding Amazon Kindle EditionClive, Bernard Kelvin (Author)English (Publication Language)127 Pages - 07/16/2014 (Publication Date) Buy on Amazon