Tried and Tested: Evergreen Marketing Trends

Something we’ve noticed these last few years is that many businesses have taken a step back from their brand strategy, focusing more on performance and growth marketing instead. These are important areas to consider, but if you’re ignoring brand maintenance it can create a disconnect between your brand and your customers. As a firm that’s been around long enough to redefine our brand (a few times), we understand the importance of maintaining brand credibility and loyalty.

One way to achieve this is to address your brand’s mission, vision and values every year in strategic planning. You don’t need to rewrite them every year, but you should check in as a team.  When stacked alongside your updated business and marketing strategies, the expression of your brand should still accurately reflect who you are and what you do.

Tip: A misaligned brand can create confusion, while a refreshed, authentic brand strengthens trust, clarity, and impact. Take the time to check in on your brand’s health and ask yourself—does your brand still tell the right story?

With AI and other technology taking over a wide range of functions for us humans, more and more people are craving real connections.

Incite has always led by a relationship-first approach that starts with getting to know our partners and clients and letting them get to know who we are as well. Clients want to work with partners, not vendors. A firm that prioritizes relationships builds long-term trust rather than relying on transactional interactions.

And while technology has, and will continue to be, a major part of our business, it won’t replace the genuine interactions we continue to make a priority every day.

Tip: Prioritize authentic interactions—whether through personalized outreach, meaningful conversations, or showcasing the people behind your brand. Technology can enhance relationships, but it’s the human touch that builds trust and loyalty. Think in person client coffee vs. an email.

Content is what helps us tell a story to our audience that hopefully, converts them into a loyal client. But the truth is, we’re living—and competing—in an overly saturated market, where getting the right people to choose our content over everyone else’s can sometimes feel impossible. That’s where quality comes in.

For us, connecting to our audience starts with authentic thought leadership. Our team is full of leaders with valuable perspectives from real experiences. Their insights not only provide awareness to our brand but offer trust and credibility that no AI-generated messaging ever could.

Tip: Leverage your expert humans. Use the data you’ve been collecting to validate your internal claims and partner up with other industry experts to elevate the quality of your content.