Camping in the UK and Europe is a remarkably different experience than the Spartan camping experience I’m used to in the States.
For the equivalent of $25-50 a day, you can stay in a lovely campsite with a pool, a bar, a cafe, a convenience shop, clean toilets, warm showers, and sometimes even little kitchenettes.
This past summer, my family took a 15-day camping trip down the southwest coast of France.
It was bliss. 🥐
Every morning my husband would unzip our tent (albeit at an ungodly hour) and head out for his daily run.
On his way back he’d stop by the boulangerie down the road to grab fresh pain au chocolat for breakfast, and crusty baguettes for our picnic lunch.
Our days were filled with canoeing down river canals, kayaking down medieval castle-lined rivers, and after promising our children a trip to the pool when we returned to our campsite, a tour around one of the many gorgeous wineries in Bordeaux.
As we walked up and down the rows of grape-bearing vines, our guide mentioned they’d started removing their red varietals in favor of more white.
“Zee people are drinking more white wines like zee rosés, and zee sparkling wines. So, we change.”
I nodded and smiled as we continued, but I felt SO unsettled by this decision.
Like any good business, the vineyards are responding to consumer trends.
And I’m SURE they’ve got a business analyst on the case and aren’t ripping out every single vine, but…
But they are a 150-year-old winery in BORDEAUX!
The soil and natural elements in the region make a Bordeaux taste like a Bordeaux.
Bold reds are…in their soil's DNA.
Also….
A grapevine takes 3-10 years to reach maturity and produce decent grapes for winemaking.
What happens when the consumer trend pendulum swings back to reds?
→→→→ When the consumer vibes go from Sauvy B and Aperol spritzes to deep maroon Malbecs and red sangrias?
We are living at a time when consumer trends and buying habits change literally overnight.
We’re all one Olsen twin’s Tiktok away from trading our beige Lo & Sons leather satchels and dry chardonnays for The Row oxblood bucket bag and a dark and fruity Pinot Noir.
What happens when your business can’t shift everything overnight?
Sure, it’s important to pay attention to your audience’s buying habits and market trends, but there’s an argument to be made for allowing your roots to deepen, instead of ripping them up.
Iterations are fine, but changing your business based on trends is risky.
Your insurance policy against this is your Brand Messaging Strategy.
HOT OFF THE PRESS📰
Do you need a brand messaging strategy before copywriting?
Figure out your brand’s messaging—the fundamental talking points your business uses repeatedly to communicate your unique value proposition and personality—and stick with it until it’s abundantly clear that the benefits of shifting your messaging (a herculean task) outweigh the risks.
I’ve been building brand messaging for businesses, corporate media entities, growing businesses, and individuals for 15+ years so I say with a modest amount of authority: You do not have a rooted messaging strategy if:
Your website messaging felt outdated the same month you launched it
You’re constantly tweaking your copy and everything you put out feels disjointed
Everyone on your team describes your company differently
Every department describes your company differently
You don’t have standard language or guidelines
You don’t know how to adapt your message to suit different stakeholders or audience personas
When you aren’t 100% clear on your brand’s messaging you’re most vulnerable to trends.
And, you’re likely to emulate others in your space.
(Put a finger down if you’ve ever ☝️ …)
If you don’t know 5-10 pillar talking points unique to your business and your perspective, this article is for you.
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