One of the keys to success is to be original. While there's nothing wrong with studying current trends, it's important to understand that if something is popular now it's because someone else has already established that market share. Rather than trying to compete for that market share, you're better off focusing on new, unique ideas that you can launch and market in an effort to connect with your own target market.
That said, start by researching demographics and niche markets. See what interests you the most and what niche you think you can fill based on your own design style. Then figure out what that target audience is into. Maybe sports, classy, vintage, music, funny, pop culture, political, etc. Once you start narrowing it down, you can start developing your branding.
Hope this helps and good luck!