10/06/2026
The purpose of branding is to stand out.
Yet one of the most common requests designers receive is:
"Can you make mine look like theirs?"
And every time I hear that question, I find myself asking:
What happened to standing out?
What happened to creating something distinctly your own rather than looking like everyone else in your industry?
And certainly not becoming a carbon copy of your competitor.
The goal of branding has always been to create distinction. To carve out your own space in a saturated market and give people a reason to remember you.
Yet, the irony is that many businesses spend years trying to look like their competitors, while the businesses they admire became successful by doing the exact opposite.
Think about the brands you instantly recognize.
Chances are, they didn't build their reputation by copying what everyone else was doing. They built it by embracing what made them different.
Which is why it always catches me off guard when a client asks me to replicate another business's brand colours, logo, or website design.
I've even had prospective clients walk away because I refused to recreate someone else's work.
As creatives, designers, and brand strategists, our job isn't to help businesses blend in. It's to help them become recognisable in a very saturated market.
Because if your entire strategy is built around looking like someone else, you've already lost the very thing that makes your brand valuable: its uniqueness.
The truth is: The brands that leave a lasting impression aren't usually the ones following the crowd....They're the ones brave enough to create their own lane.
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