In 2017, Chobani rolled out its big brand refresh, trading corporate polish for hand-drawn charm and warm, earthy tones. It felt natural, like a brand that actually gave a damn about what was in the plastic cup. That same year, Hims hit the scene with a stripped-down, no-BS aesthetic that made talking about men’s health feel as normal as buying shampoo. They weren’t just brands; they were statements.
And that’s the thing, those moves worked because they were authentic. They fit. They meant something. But when every yogurt suddenly goes rustic and every wellness brand looks like a Hims clone, it stops being smart. And it just gets lost in the crowd.
Consumers notice. They might not say it in a focus group (don’t get me started on that), but they feel it. They know when a brand is trying too hard, when it’s all surface, void of soul. When they cannot connect to the conversation it’s trying, forcibly, to have with them.
So, here’s your next move: Stop looking at what’s hot and start looking at what’s true. True to your culture. True to your foundation. True to what you want to be. What do you stand for? What makes you different and what difference are you making? And always ask, “who the fuck cares.”
So, here’s the move: Start by looking inward. Take a deep dive into your own DNA. What are those little-big differences that make your brand what it is? Where does it stand? Why does it matter? How does it show up? Understanding your own foundation is the first step to setting yourself apart.
Look at music. Look at architecture. Look at film. Look at gaming. Look at street culture. Look at finance. Look at anything that’s pushing boundaries and making people pay attention. What’s catching fire? What’s making people stop, think, feel? That’s where you’ll find inspiration.
Because great brands don’t just follow their category, they explode out of it. They bring in unexpected influences, challenge expectations, and shake things up in a way that rocks their own world first before trying to impress anyone else.
The brands that make waves aren’t the ones chasing trends, they’re the ones setting them. Own your identity, lean into it, and put it out there with confidence. Do that, and maybe one day, people will be talking about the you-ification of the industry.
So stop playing follow-the-leader. Be the leader. Go get’em.
What do you think?