The 6 Do's and Don'ts of Creating a Unique Brand

There is certain level of comfort when you see your business as similar to others. It somehow gives you the impression that you are on the right track and people will not oust your business as something that is different, thus, imitating the competition becomes very tempting.
But branding isn't about being the same altogether; rather, it is something that draws the line between you and the other businesses out there - it is distinction. Branding puts emphasis on the company's variances, not similarities. The instant your resort to copying the competition, you are prompting clients to think of them, not you.
If you want to keep your brand unique, DON'T...
1... imitate your competitor's name.
A distinctive company name says so much about your business. Try to do away with sounding like your biggest competitor in the business. And don't even think of starting your business name with the same letter as your competition in an attempt to appear with them in the same page of the phone directory. Ask for experts help to make yours as unique as possible.
2... mimic your opponent's logo.
Don't attempt to use the same colors as your competitor's logo, unless you'd want to be branded as a copycat. This is one of the most degrading things you can do for your business. There are a lot of logo experts that can help you design a unique and even better one. So don't bother bootlegging.
3... copy your competitor's content.
Copying your competitor's content is certainly not a good idea for the reason that instead of setting your business apart, it makes you appear more similar to your opponent. It's acceptable to emulate basic stuff like the format, or several photos (provided they don't have the watermark or copyright) just stir clear from utilizing the same perspective.
Here are some occasions where imitation is not at all that bad, DO...
1... copy when you interpret a standard from one business to another.
Some businesses share the same principles and standards with the rest; however, you can't exactly use similar terms they're using. For instance, you would need to translate computer business terminologies into food and beverage terms when making memos for your customers.

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2... imitate when being different does not meet your customers' expectations.
Business principles are created with such standards for certain important reasons. When you see that your being "different" is no longer satisfying your customers, consider not deviating too much from the standards to avoid hurting your business.
3... emulate if it means making your clients comfortable.
For instance, you own a convenience store and you know that most of your clients are eco-friendly, but your competitors are similarly using paper bags to carry all the goodies - you don't need to stick to using plastic bags; instead choose a different design that sets you apart from your competition.
Remember that your goal is be unique and to stand out from others. You want to give your company the brand that customers can identify and relate to while providing them with comfortable business transactions. When your customer is happy, satisfied and content, you are on the right track of building a good brand for your business.

Bonnie Dell Doguiles is a registered nurse with a Masters Degree. She has practiced her profession as a college professor in one of the well-known universities in the Philippines. She writes various informative articles on different niches like health and wellness and web development

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