The second brand walks in, looks around, decides what it likes and changes the temperature.

It brings the idea, sets the tone, shifts the conversation and makes people listen. It does not wait for everyone else to decide what matters. It decides, then invites everyone else to catch up.

That’s thermostat, trendsetter type energy. And that’s who we love working with. Reading the room is helpful but setting the room is better.

Please know, thermometer type brands have their place. You need to understand your audience, your competitors, the platforms, the trends and the cultural mood. Awareness matters. But if your whole strategy is built around reacting, copying, chasing and blending in, your brand will always be one step behind. And nobody builds a memorable brand by being one step behind.

I do want to state that trendsetters are not reckless..well sometimes a little risky. They are not throwing spaghetti at the wall (sounds fun though) and calling it strategy. They are intentional, curious and willing to make a strong choice and stance before everyone else agrees it is safe.

Thermometer brands ask, “What is everyone doing?”

Thermostat brands ask, “What should we be doing?” and goes and does it!!

There is a big difference between being trend-aware and trend-led.

Trend-aware means you are paying attention. You understand what is moving, what people care about and where opportunities are opening.

Trend-led means the trend is driving the bus. You are just sitting in the back seat hoping it takes you somewhere good. Spoiler alert: it usually does not…. It results in wasted money and boring content.

The brands that stand out are the ones with a point of view. They know who they are, who they are for and what they are here to say. They can use a trend without becoming the trend. They can join a conversation without losing their voice.

Hot take: speed without strategy is just chaos wearing a campaign hat.

Trendsetters make the brief braver.

Our favourite clients are the ones who come to the table ready to think bigger and love it when we take their brand to bolder and more creative places.

They want the campaign that makes people stop scrolling. They want the brand that feels like something, not just looks like something. They want the website that stands out and connects without sounding like every other business in their industry.

They do not come to us saying, “Can we do exactly what that other brand did, but make it us?”

They come saying, “Here is where we want to go. How do we make people feel it?”

That is where the excellent, very special, creative work lives. In the space between strategy and creative bold courage. Between knowing the goal and being open to the unexpected path that gets you there.

Being a thermostat does not mean being loud.

I do just need to clarify that setting the temperature does not mean shouting the loudest, posting the most or jumping on every viral sound. Sometimes the boldest move is clarity. Sometimes it is restraint. Sometimes it is saying one simple thing so well that people finally understand why they need you.

Thermostat brands are not always flashy. But they are intentional.

They know the temperature they want to create: trust, excitement, calm, urgency, belonging, confidence, aspiration, relief. Then every piece of marketing works towards that feeling.

Your visuals, copy, content, website, ads, PR and customer experience should all pull in the same direction. Otherwise you are creating weird weather. And no one wants a forecast of scattered messages with a chance of confusion.

The market does not need more sameness.

There is enough SAME out there. Please stop with the vague messaging.

Enough “we are passionate about delivering quality solutions.”

Enough “your trusted partner.”

Enough “we’ve got you covered.” (unless you're a shed company…)

Enough “taking your business to the next level.”

Enough brands looking sideways instead of forward.

The world does not need more businesses that mirror the market. It needs brands willing to lead with taste, purpose, creativity and a little bit of backbone. Ok, ok, I’ll get off my soap box now.

So, are you setting the temperature?

Your audience can feel when a brand is confident. They can feel when the message is clear. They can feel when the creative was crafted intentionally, not just copied.

Marketing is not just about being seen. It is about being remembered, trusted and chosen. That takes more than measuring the room. It takes guts to change it…. Trust me, we’ve done it for lots of brands and we applaud them and their clients love them for it.

So yes, we work with trendsetters.

The thermostats, not the thermometers. The ones ready to set the pace, shape the story and warm up the room a little.

Or a lot. We are not here to play it lukewarm.

About the Author of this blog:

Maddie Riehl

Founder and Director of Hey Marketing, and Director of Hey Media. Maddie has a passion for all things creative digital marketing.

She began her career in marketing in 2013. She competed studies in Marketing & Business Communications while working in Agricultural Marketing travelling Australia. From there she took the brave and bold stepping into Agency Marketing in 2019, where she saw firsthand both the challenges traditional agencies face and the frustrations many businesses experience when relying on out-of-house support.

Driven by a desire to do things differently, Maddie launched her own non-traditional digital marketing agency in Toowoomba in 2021. Today, Hey Marketing brings together some of the region’s most talented creative marketing and media professionals, offering a powerhouse of local, human-led expertise across strategy, copywriting, web development, graphic design, PR, advertising, photography and videography.

Maddie is proud to champion a creative, collaborative approach that connects businesses with passionate specialists who genuinely care about using their creative gifting to positively impact lives.