If you’re so vanilla that you’re appealing to everyone, you’re never going to attract those who truly want what only you can bring to the table. Better to be a little spicy.

Safe branding isn’t actually safe. It’s just… forgettable. And in a saturated market full of copycat packaging and recycled taglines, forgettable is the kiss of death.

I get it. When you’re putting your brand out there, it’s tempting to look around and mimic what seems to be working for other people. But trying to blend in is the fastest way to get passed over. Because no one’s looking for more of the same—they’re looking for something that makes them feel something.

Originality doesn’t mean reinventing the wheel. It just means infusing your flavor into it. It’s okay to take inspiration—I love the book Steal Like an Artist by Austin Kleon (affiliate link). He talks about how all creative work builds on what came before. The difference between inspiration and imitation? Transformation. If you're just slapping a new name on someone else’s design, that’s not branding. That’s just theft with better lighting.

Your brand should feel like you. Or at the very least, like something your ideal customer is drawn to on a gut level. Spicy, bold, quirky, elegant, earthy, rebellious—whatever your vibe is, own it. Loudly.

I work with product-based businesses every day who feel like they’re drowning in a sea of sameness. And time after time, I see them come to life when they finally lean into their uniqueness. That’s when the magic happens. That’s when retailers start taking notice. That’s when the customers who get them show up ready to buy.

So let’s stop playing it safe. Let’s stop blending in. Let’s stop being so vanilla.

Because the world doesn’t need another knockoff brand. It needs you.

And it’s okay—actually, it’s powerful—to be a little spicy.

So how do you stand out without copying someone else?

Here are a few ways to start tapping into your originality:

1. Know your people. Who are you actually trying to connect with? What do they care about? What are they tired of seeing? If you don’t know your audience, you’re just guessing—and guessing rarely leads to standout branding. Get really specific. Think less “millennials” and more “35-year-old dad who buys craft beer and composts his coffee grounds.” Need help with this? Download my free guide: Unlock Your Audience: A Guide to Creating Customer Personas — it’ll walk you through exactly how to define your dream customer, so you can stop guessing and start connecting.
   

2. Don’t ask what everyone else is doing—ask what your people want to feel. Your audience isn’t scrolling around looking for your brand. They’re looking for something that makes them feel seen. Safe. Inspired. Curious. Confident. Figure out the emotional space your brand can own, then build around that.
   

3. Use your quirks to your advantage. Whatever makes your brand a little weird or different? That’s your gold. Maybe your grandma’s salsa recipe has been passed down for four generations. Maybe your kombucha is brewed on a boat. Maybe you only use fonts that look like your childhood diary. Whatever it is—lean in.
   

4. Take inspiration outside your industry. If you’re a chip company, don’t just look at other chip brands. Look at high fashion. Look at art. Look at memes. Look at indie coffee shops in Tokyo. Originality often lives in the mashups.
   

5. Gut check everything. Before you sign off on any brand decision, ask: Does this feel like us? If the answer is “meh,” it’s a no. Your brand should light you up a little when you look at it. One of my best friends has this decision-making trick: flip a coin—assign each side with yes or no like normal—but instead of focusing on the result, pay attention to how you feel when you see it. Are you relieved? Disappointed? Excited? That feeling is your real answer. Your gut always knows. Trust it.

Ready to spice things up? If you’re done blending in and ready to stand out, let’s talk. My Brand Storey Guide is where the real magic starts.

This post may contain affiliate links, which means I may earn a small commission if you choose to make a purchase—at no extra cost to you. I only share things I genuinely love and recommend.