Originality and Other Marketing Myths

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Brand Strategy | Positioning | Differentiation

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An exploration of why lasting differentiation comes from a clear brand viewpoint, backed by practical experience in positioning, content and marketing strategy.

Walk through any shopping district and you'll notice dozens of cafés promising artisan coffee, locally sourced ingredients, and carefully crafted experiences. Individually, these claims may sound promising but collectively, they become pretty indistinguishable. Since everyone communicates uniqueness in the same way, uniqueness has lost its purpose.

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I know that every brand desires to be remembered. Most brands promote originality and differentiation. All such brands publicise themselves differently from others. As you go through all of today’s brands, you will notice a disturbing trend. Numerous brands’ communication strategies are awfully identical despite being represented by different logos, colors and advertising.

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Originality is one of the most popular marketing promises. Ironically enough, it is also one of the largest marketing lies. Let me explain.

 

The idea behind this is quite simple: just hold onto a unique appearance so people can remember your brand. Having a unique logo, having a unique marketing strategy or having a unique aesthetic alone will make you stand out from other companies.

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But the harsh reality is… These methods may get you noticed, however, they do not guarantee that you will be remembered long-term. They solely provide you with recognition. Not identity.

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Many brands confuse what makes them aesthetically pleasing with what makes them philosophically interesting. Businesses compete constantly in a world where trends, social media and algorithms dictate how to succeed. Each success story is studied, each successful campaign is duplicated again and again because it seems to work. Rather than asking “what do we truly believe?” Brands ask “What works nowadays?”

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As brands seek optimisation in their business practices, the market is filled with companies that present themselves uniquely but think exactly alike. They use the same language, the typical emotional hooks, and the exact branding of authenticity to create the illusion of originality which creates a horrible cycle of duplication.

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Differentiation exists at the surface level but what consumers connect with however does not show up at that level. Consumers develop loyalty to a brand based on the way the brand acts consistently over time to support the company’s values. Consumers do not develop loyalty due to a company promoting authenticity. Trust is developed over time through consistent behavior which demonstrates adherence to a distinctly defined set of values.

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As such, many consumers identify themselves as part of a community when they associate with a memorable brand, not just because it is an organisation. A consumer will recognise or relate to a specific viewpoint communicated by a particular brand. Product features may capture an initial customer interest; however, only a perspective builds a lasting relationship. I have applied this myself for my previous clients, and it works remarkably well! 

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One of the biggest misconceptions in today's marketing landscape is the assumption that authenticity or originality has to be visible. Most times, authentic/original branding comes from conviction (the belief behind your message) versus how you present your message.

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Two brands can have very similar products/services for the same target market at the same price points and still seem unique. Some may focus on craft, some on sustainable practices and a few on cultural expression. Although the products themselves may be quite similar, the philosophy driving each decision makes them separate entities that cannot be duplicated solely through replicating one another's visual style/design or advertising.

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Aesthetics can be copied in a matter of days but conviction can never be. This distinction helps explain why trends create little to no loyalty. Trends provide temporary attention, whereas philosophies create continuity. And that very continuity allows an audience to recognise a brand prior to seeing its logo.

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Those brands that last do so for reasons other than trying to maintain novelty all the time. Brands that last tend to be those that maintain intellectual consistency while evolving their executions. Their distinctiveness emerges organically due to maintaining clarity in their viewpoint despite changes in trends.

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Take Patagonia as an example. Its reputation isn't built solely on outdoor outfits. It’s built on years of consistently reinforcing a philosophy around environmental responsibility. Whether customers agree with every decision or not, they recognise a coherent point of view. The philosophy gives context to the products rather than the other way around.

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When competition increases (as it continually does), being original is not about attempting to look different every day. Being original is about developing a viewpoint strong enough that every choice, every product and every interaction is consistently representative of that viewpoint. Makes sense, right? 

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Because we remember brands that are not always the loudest or the least conventional. Rather, we typically remember brands that had something genuine and different to say. The brands we remember are not necessarily the ones that looked different, but the ones that meant something different!

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This isn't just something I write about. I have applied it in practice. I have helped brands strengthen their presence, sharpen their positioning and turn stronger communication into meaningful leads.

 
When a brand struggles to turn attention into recognition or recognition into lasting customer relationships, the problem often goes deeper than aesthetics. I have worked on brand positioning, content and marketing strategies designed to make brands more distinctive, strengthen their presence and generate meaningful leads.

 
Let's turn what makes your brand different into a presence people recognise, remember and choose. 

Contact me at
careamulsharma@gmail.com
+91 8076834226