Be Bold, Be Different: Why Authenticity Outperforms Imitation

Let’s get real for a second. It’s incredibly tempting to look at what’s working for the big players in your industry and think: “It’s working for them, let’s do exactly the same!”

But the reality is that being a “me-too” brand, in other words one that tries to mimic the leaders often results in blending into the background and worse, looking like a copycat! As any good branding company will tell you, “me-too” brands find themselves stuck competing on price and scrambling to keep customer attention.

It doesn’t have to be like this. Differentiation isn’t just a buzzword that gets thrown around in marketing circles. As branding expert Marty Neumeier famously said, “When everybody zigs, zag.” It’s this very notion that gives brands their competitive, memorable edge — not just visually, but in how they position themselves in the minds of their customers.

The idea of copying what works taps into a fundamental aspect of human nature; our inherent desire for safety and the avoidance of risk. We’re wired to seek out patterns, and when we see a successful formula, our instinct is to follow it. This behaviour is rooted in our evolutionary past, where mimicking successful actions increased our chances of survival.

From a branding perspective, this can manifest as the temptation to emulate the strategies of market leaders because it feels like a proven path. Copying feels safe because it reduces the uncertainty that comes with innovation. Whilst this instinct for security may serve us well in some areas, in the world of branding, it often leads to stagnation and blending into the background.

What is a “Me-Too” Brand?

A “me-too” brand is a business that replicates what it sees as successful formulas, whether it’s the visual identity, messaging, or even the entire product line. The thinking is that if it works for Brand X, it will work for them too.

You’ll see this often in highly competitive industries like fashion, tech, or food, where brands try to mimic market leaders, hoping to ride their coattails to success.

The problem? Customers aren’t fooled. At best, they’ll see your brand as a cheaper or less exciting version of the original, and at worst, they’ll ignore you altogether. Imitation may be the sincerest form of flattery, but for brands it’s often a fast track to irrelevance.

Why Originality & Authenticity Matters for Long-Term Success

The connection between originality and authenticity lies at the heart of successful branding.

Originality is more than just being different for the sake of it; it’s about creating something that is deeply tied to your brand’s unique values and vision. Authenticity, on the other hand is how genuinely those values are expressed and experienced by your customers. When these two forces work together, they become a powerful differentiator in the marketplace.

When a brand embraces its originality, it’s not just offering a product or service. It’s offering a story, a connection. This is something that competitors can’t easily replicate, because they don’t share the same DNA that makes your brand authentically yours.

Brands that manage to combine both originality and authenticity build a strong emotional connection with their audience. One based on trust, shared values and a sense of belonging.

Originality also allows brands to build pricing power—customers are often willing to pay a premium for products that feel unique or aligned with their values. And trust, once established through authenticity, translates into long-term loyalty.

It’s not just a transactional relationship; it’s a relationship built on shared principles and beliefs.

In contrast, brands that focus on imitation can never fully achieve this kind of connection because their foundation isn’t rooted in their own authenticity. Instead, they are shaped by external influences and trends which can make them feel hollow or inauthentic to consumers who are increasingly seeking brands they can believe in.

So, the takeaway is simple: Originality fuels your brand’s relevance, while authenticity deepens the connection with your customers. Both are essential for building a brand that not only survives but thrives in the long term.

How to Avoid Becoming a “Me-Too” Brand

So, how do you make sure your brand doesn’t fall into the “me-too” trap?

Start by identifying what makes you different. Focus on your core values, your story, and what unique benefits you bring to your audience.

• Know your audience: What are their needs, and how can you address them in a way that no one else is?
• Embrace your quirks: Don’t be afraid to show what makes your brand unique, especially if it breaks the mould of what’s expected in your industry.
• Commit to originality: It’s easy to default to imitation, but investing in a unique brand identity will set you up for long-term success