When clients and I are diving into the brand co-creation process, I’ll ask them to imagine and describe their ideal brand in as much detail as possible.
I’ll ask them to describe their perfect future brand. What does it look like? What does it sound like? How does it connect with people?
More often than not, they’ll grab their laptop, feverishly type away, find something, then turn the laptop around to show me.
“This. I want my brand to look just like this. This company’s branding is so well done. I love the colors, the language they use, the style of the photos, the font, the messaging. I love everything about it. It actually makes me a bit jealous because it’s so good!”
With regret, I tell them, “Sorry, that brand is taken. You’re not going to create a copy of that.”
Most companies and business owners don’t believe they have that special something that sets them apart or makes them envy-worthy. They’re wrong. They have everything they need to make their businesses and themselves stand out. Just like no two people are alike, no two businesses are alike.
You don’t need to copy someone else.