From Generic to Iconic: Using Design to Create Unique Value

There’s a certain irony in business today: everyone wants to 'stand out,' yet so many brands end up looking and sounding the same. It’s as if there’s an unspoken playbook—a splashy website, Instagram-worthy packaging, and phrases like, 'The only [insert literally any noun] you’ll ever need.' The result? A sea of sameness where customers can’t tell one brand from the next.

Blending in isn’t a strategy—it’s a slow fade to irrelevance. And if you’re serious about building something that lasts, differentiation needs to be your north star.

The Perils of Sameness

Let’s talk about why “me too” brands fail. The short answer is they’re forgettable. If you can’t articulate why your product, service, or experience is uniquely valuable, why should customers care?

Take, for instance, the direct-to-consumer (DTC) market. For every Warby Parker or Casper, there’s a flood of imitators using the same minimalist aesthetic, quirky copy, and “cutting out the middleman” pitch. At first glance, these brands look polished, but scratch the surface, and you realize they’re interchangeable. The problem isn’t just that they copy successful brands—it’s that they fail to connect with customers on a deeper level.

Differentiation Starts with Purpose

The first step in standing out is understanding your why. Why does your business exist, and who are you truly serving? Authentic differentiation begins with a clear purpose, one that aligns with your customers’ values and aspirations.

Consider Patagonia. Their purpose isn’t just to sell outdoor gear—it’s to inspire and implement solutions to the environmental crisis. This guiding principle shapes everything they do, from product design to activism, creating a deep emotional connection with their audience.

If you’re still defining your purpose, ask yourself:

• What unique problem do we solve?
• What do we believe in as a company?
• How can we express these beliefs in ways our competitors can’t?

Design as a Differentiator

Once your purpose is clear, design becomes your most powerful tool for differentiation. And no, we’re not just talking about pretty packaging or a slick website. True design leadership encompasses every touchpoint of the customer experience.

For example:

• Visual Identity: Your logo, typography, and color palette should feel unmistakably you. A strong visual identity communicates your essence at a glance, creating an immediate connection and ensuring your brand stands out in a crowded marketplace.
• Product Experience: How your product looks, feels, and functions sets the tone for customer loyalty. Dyson doesn’t just sell vacuums—they deliver a premium, problem-solving experience that justifies their price point.
• Customer Journey: From unboxing to customer support, every interaction is an opportunity to reinforce what makes your brand unique.

Avoiding the Copycat Trap

So how do you stay original in a world full of imitators? Here are some thought starters:

1. Look Outside Your Industry: Innovation often comes from unexpected places. If you’re in tech, maybe draw inspiration from fashion. If you’re in hospitality, study retail. Cross-pollination can spark ideas that feel fresh and unexpected.
2. Embrace Your Quirks: Your brand’s uniqueness often lies in the things others might overlook—your origin story, your founder’s personality, or a niche cultural insight. Lean into these quirks to create something authentic.
3. Prioritize Substance Over Flash: Trends come and go, but meaningful solutions endure. Focus on creating real value for your customers, not just chasing the latest aesthetic passing trend.
4. Listen and Iterate: Your customers are the ultimate arbiters of what makes you stand out. Engage with them, gather feedback, and evolve your offering to meet their needs in ways your competitors can’t.

A Case Study: Oatly

Oatly is a masterclass in differentiation. When the Swedish oat milk brand entered the U.S. market, they could’ve easily blended in with the health food crowd. Instead, they leaned into their quirky, rebellious personality, using bold typography, cheeky copy, and environmental messaging to stand apart. Today, Oatly isn’t just another plant-based milk—it’s a standout example of how bold branding and personality can set a product apart.