• by Ivonne Kinser , January 7, 2025

Ivonne Kinser, CMO from Hoplark writes about brands needing to be unique to stand out amongst the crowd. Keep reading to find out what is holding brands back and examples of brands that were successful in creating a movement around originality. 

In an industry where trends often dictate strategies, the allure of imitation is tempting. A "me too" approach can feel like the safer path, after all, it replicates what has already proven successful. But at what cost?

Building a brand that copies the playbook of others may lead to fleeting gains but rarely leaves a lasting impression. Originality, on the other hand, is a bold and often lonely road. It demands courage, creativity, and an unshakable belief in your vision. Yet, history, and the present, shows us that the brands we love the most are the ones that dared to be different.

Consider Liquid Death. At first glance, the concept, a premium water brand in tallboy cans might seem absurd. But its irreverent, punk-rock branding and unapologetic authenticity carved out a loyal fan base, making it one of the most talked-about beverage brands today. Similarly, Allbirds defied the status quo in footwear by championing sustainability and minimalism, resonating deeply with eco-conscious consumers. Oatly disrupted the dairy alternative market by blending a quirky, rebellious voice with an unwavering commitment to sustainability, making oat milk not just a product but a lifestyle. Glossier reshaped the beauty industry by prioritizing community-driven product development and minimalist design, fostering an almost cult-like following. Even Patagonia continues to lead as a pioneer, redefining what it means to merge business success with environmental activism.

These brands didn’t try to blend in; they aimed to stand out, reimagining categories in ways that felt fresh, personal, and deeply connected to their values.

Originality requires a leap into the unknown, a willingness to risk rejection and criticism. This is why it feels so daunting. When you step off the well-trodden path, you inevitably face naysayers who question your choices. But here’s the truth: greatness often begins where comfort ends.

Think of the cultural icons, Apple, Nike, Tesla, that didn’t just embrace originality; they built entire movements around it. Their successes weren’t the result of mimicking competitors but of redefining what their industries could be. They ignored the detractors and stayed committed to their unique identities, attracting loyal fandoms organically. Their originality wasn’t just a differentiator; it was their essence.

So why do so many brands settle for being imitators? The answer lies in fear. Fear of the unknown, fear of failure, fear of not appealing to everyone. But in trying to please everyone, we risk resonating with no one. Playing it safe by mimicking others may shield us from immediate risks, but it also prevents us from building genuine connections and creating a legacy.

The paradox of originality is that it is simultaneously risky and rewarding. It requires a commitment to authenticity and a willingness to forgo quick wins in favor of deeper, long-term impact. It’s about creating a brand that doesn’t just sell but inspires—one that doesn’t chase trends but sets them.

In a world saturated with noise, originality is your loudest amplifier. It is what separates the unforgettable from the forgettable. So, as marketers, leaders, and creatives, we must ask ourselves: Are we brave enough to reject the safety of imitation? Are we willing to risk failure in the pursuit of something truly extraordinary?

The choice is ours. But if we want to leave an indelible mark, we must embrace the risk of originality. Because the brands that matter most are not those that follow. They are the ones that lead fearlessly.

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