Over the past five years, brands have started to look increasingly similar. Have you noticed?
This shift has been driven by the rise of digital-first design, which prioritises simplicity, scalability, and legibility often at the expense of uniqueness and brand personality.
And many companies are following the same trends to appear modern or credible, often resulting in minimalistic identities.
The widespread use of common design tools and typefaces has also played a role, making it easier for brands to unintentionally converge or look more alike.
Add to that the pressure to appeal to global audiences and the rise of risk-averse, committee-led decision-making – and the result is a growing visual homogenisation across sectors.
To be truly distinguishable, a brand should be built around a distinct and relevant idea (not a trend).
That nugget of inspiration becomes the key to originality, informing the entire DNA of the brand, not just its visual expression.
In the race to stand out, why would you start from a place of sameness?
Why follow the herd?
Here are five benefits of building a brand around a distinct, central idea:
it can give a brand clear market differentiation (the whole point of branding!)
it is the brand’s ‘north star’, guiding every decision and output
it can inspire and motivate new thinking, leading to innovation
it brings clarity, fostering deeper bonds, loyalty, and advocacy
it anchors a brand, making it resilient and enduring, unlike fleeting trends.
If you’re considering a rebrand or embarking on building a new brand, start at the very core, or as the late, great David Ogilvy put it:
An idea that springs from your brand’s purpose is what captivates and engages.
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At the start of your brand’s journey? Ready to elevate your existing brand? Let’s chat.
