Yes, your brand should be unique and all marketing decisions should come from your core foundation. However, you still need to watch industry trends, track your competitors, and inject new ideas when they are appropriate.

Recently, a client mentioned that they wanted to just implement the designs and message their competitor had because it was working so well for them. This is probably the worst thing he could do. Knowing what your competitors are doing is one thing but being exactly like them is the kiss of death. You might get a few new customers because some people might confuse you with your competitor but in the long run, the inauthenticity and design without reason will halt any connection you might have with your audience Future marketing decisions will have no direction because your brand doesn't have a unique foundation from which to grow.

Here we go again about videos... 93% of marketers say that they've gained a new customer thanks to videos on social media. Additionally, 63% of them say that it generates the best ROI. Just more stats to show the value of video.

Custom branded photography is best but don't shy away from using stock photos. You can choose and edit stock photos to be on-brand. Have brand standards that define the mood of your imagery and help you in choosing stock photos. What type of lighting does your brand use? What colors, angles, elements, subjects, textures? What can you add to the stock photos to make them uniquely yours?

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