Why Copying Top Brands Is a Bad Idea
One of the most common mistakes small businesses and startups make is trying to copy the design elements, style, and branding of industry-leading companies.
You would think that what works for them would be the same for you too. The reality is that you’re doing more harm than good for your brand.
But here’s the reality: when you copy another brand, you don’t just blend in—you also risk looking like a low-quality knock-off. The message you unintentionally send is, “We’re the cheaper, less credible version.”
If you want your business to stand out, attract the right audience, and grow consistently, you need to take a different path—a path of smart and strategic brand positioning.
Here’s a simple yet effective 3-step process to help you define your unique design direction and stand out from the competition.
Step 1: Do a Competitor Audit
Before you can position your brand, you need to know what space your competitors already occupy.
Here’s how to start:
- List down 3 to 5 top competitors in your niche or industry.
- Save samples of their logo designs and branding.
- Identify two key attributes that set them apart from each other. Be specific.
Some common differentiators include:
- Price (affordable vs premium)
- Style (modern vs traditional)
- Target audience (youth vs professionals)
- Brand personality (formal vs playful)
- Quality (mass-market vs handcrafted)
This gives you a clearer picture of the current brand landscape.
Step 2: Create an X and Y Positioning Grid
To visualize where you and your competitors stand, draw a coordinate grid with an X-axis and a Y-axis.
- Choose the two attributes you identified earlier.
- Label each end of the axis with opposing characteristics.
Example:
- X-axis: Budget-Friendly (economical) ←→ High-End Luxury
- Y-axis: Traditional ←→ Modern
Now, place each of your competitor’s logos or brand representations on the grid according to how you perceive them based on those attributes.
Step 3: Find Your Brand’s Unique Space
Once you’ve positioned your competitors, the blank or less crowded areas in the grid will become visible.
Ask yourself:
- Where is the gap in the market?
- Which space can I own that no one else has claimed yet?
That unoccupied zone is where you should aim to position your brand—visually and strategically.
From here, you can define a design direction that communicates your unique value proposition:
- Logo design
- Color palette
- Font style
- Voice and messaging
- Marketing materials
This is how you stand out without copying—you become a category of one.
Why Brand Positioning Matters in Design
When you define your brand’s position early, you:
- Make it easier for your audience to recognize and remember you.
- Create consistency in your visual identity across all platforms.
- Attract the right kind of customers who resonate with your message.
- Reduce the need to constantly chase trends—because your position is clear.
Final Thought: Fill the Gap to Build a Stronger Brand
The key to differentiation is simple: don’t try to blend in—fill in the gap.
Use this brand positioning method to guide not just your logo design, but your website layout, product packaging, social media graphics, and more. Everything you create should reinforce the space you’ve claimed in your customer’s mind. You can also use this as a design direction for your branding and marketing materials.
Need help developing a unique brand identity or logo that aligns with your market positioning?
Our design team can help you craft a brand that truly stands out. Contact us today!
Fill the gap in the market to stand out. Make yourself unique by establishing yourself as different from the beginning.
