I’ve never really understood the fickleness of fashion, especially when it comes to women’s hemlines.  Economists try to tie the trends to whether the economy is rising or falling (pun intended).  Perhaps to match the confusion over whether the recession is actually over or not, and we’re finally on the road to recovery, this year has been quite different, with maxi, mini and everywhere-in-between lengths in vogue.  For those of us who’ve passed the age when wearing mini skirts is anything but gross, this is really refreshing - we can choose what actually fits who we are, instead of what the runway crews choose for us.

So what does this have to do with branding?  A lot, actually - many follow the trends when it comes to brand personality and style, rather than following the personality that best fits their brand.  Just because Red Bull embraces the mini skirt personality with fabulous style, doesn’t mean it would be consistent or believable coming from Dr. Brown’s; it wouldn’t, because that’s just not who they are.  Your brand’s personality is core to how your customers see you, and when that changes frequently, they’re no longer sure of who they’re dealing with. Consistency goes a long way toward brand loyalty.

So whether you go mini, maxi, or play it safe just above the knee, stay true to who your brand is, regardless of the fashion winds of change.