Your brand isn’t original

Most businesses chase “originality.”

They want something never seen before. The next Nike.

But originality should’t be the goal.

Here’s the cold truth:

Your brand isn’t original. It’s just unfamiliar.

Consumers don’t reward brands for being unique, they reward brands for being recognisable.

That means showing up consistently, clearly, and memorably.

Originality makes creatives feel clever.

Distinctiveness makes customers remember you.

Yes there’s a difference.

Distinctiveness isn’t a mystery. It’s measurable.