I learned to not chase aesthetic trends when I realized this...

I learned to not chase aesthetic trends when I realized this: Every visual and verbal element in my brand is a deliberate signal to the client’s subconscious.

If those signals are misaligned, if your font says Established but your copy says Frantic, you erode trust. You lose clients, not because you aren't good, but because your brand lacks Integrity of Invocation (what it invokes in the viewer).