No one likes a poser.
You go the skate park, and you instantly know the person who likes to dress like a skater but who can’t hang with the rest of the crew. You head to a party, and you can tell who belongs there and who is struggling to fit in. You go to the beach and look out at the surfers, and you notice those who know how to rise and those who just can’t handle the surf.
It’s not bad to want to fit it, but it is bad to force yourself in.
It’s why everyone likes the person who is friendly, but not forceful. It’s the same reason why fashion shows thrive on the outlandish, because everyone likes the new and different.
Brand strategy is tied to the principle of originality.
In the space of branding, you see a lot of copycats. And while it’s good to copy source material and reimagine it for yourself, it is not a good idea to be a carbon copy. After all, there is no reason to reinvent the wheel. However, when you copy cart blanche, you no longer have identity tied to you, but rather to someone else, and most likely a direct competitor.
How can you set yourself apart?
- Do your research, and see what brands are thriving in your space.
- Hire a good designer who understands your space, and develop something uniquely you.
- Make sure that your new brand is directly tied to your target audience, and do a test run.
- Be better than everyone else.
We get it. It’s easier to copy, but that doesn’t make it right. When you copy, you bait and switch. You present yourself as someone else, and take credit for their hard work. But more importantly than anything else, you neglect to distinguish yourself from everyone else. That’s where we need to land on – a distinguishing brand that clearly communicates who you are and what you are doing.
Only you can be you. So be you, and thrive in your space.
If you would like help sharing your story better, Catalyst Creative is here for you.