Your competitor copies your branding strategy. How will you differentiate yourself in a shifting market?

First off, congratulations. If your competitor is copying you then you are in a leading position. They are now strengthening the saliency of the brand tenets you have so carefully crafted, adding overall value to your brand positioning. Now you must be careful how you innovate because you do not want to alienate your audience by pivoting too far. So firmly reinforcing your ownership of the position (and working to have others echo it) is essential. At the same time you’ll want to dial up the focus on your “essence” - the set of emotional triggers that prompt your customers to smile when they mention your brand. If your competitor is seeking to ‘commoditise’ (offering a mediocre solution, cheaper), this last part is even more important.

Position your brand as the original. A key element of your branding strategy is your product. If a competitor copies your product or aspects of it, they risk being perceived as imitators. In this case, emphasize your position as the original, assuming you truly are. Reinforce your standing by highlighting the problem-solving benefits of your product that you’ve honed over the years, and the strong reputation your brand has built in the market.

This has happened to us several times. But public-facing branding and messaging is normally based on strategy decisions made 6-12 months ago. I'm relaxed about somebody copying our decisions from the past, whilst we're preparing new branding and messaging for the year ahead. More broadly, I've never seen branding and messaging executed better than by those who developed them. That's because to execute well, you need to understand the detailed rationale behind all of the elements of the brand and messaging. So in 25 years in marketing, I've learned not to worry when this happens, but to take it as a compliment and push on, as normal, developing the next iteration of our brand and messaging, that will make us even more successful.

- Innovate Continuously: Keep evolving your products and services to stay ahead. Introduce new features, designs, or services that set you apart. - Strengthen Customer Relationships: Focus on building strong, loyal customer relationships through personalized experiences and exceptional customer service. - Leverage Brand Values: Emphasize your brand's unique values and mission. Communicate what makes your brand stand out beyond just the visual identity. - Enhance Brand Experience: Create memorable and engaging brand experiences that resonate with your target audience. - Utilize Data and Insights: Use customer data and market insights to tailor your strategies and stay relevant to your audience's needs and preferences.

If a competitor copies your branding strategy, it’s crucial to respond by differentiating yourself in ways that go beyond visual identity or messaging. While a competitor can copy elements of your branding, they can’t replicate your customer experience, innovation, authenticity, and emotional connection with your audience. By focusing on below areas, one will continue to differentiate your brand and thrive in a shifting market. 1)Double Down on Customer Experience (CX) 2)Innovate with Unique Offerings 3)Strengthen Your Brand Story and Values 4)Leverage Authenticity and Transparency 5)Focus on Building a Strong Community 6)Use Thought Leadership to Stand Out 7)Enhance Personalization and Customization 8)Create Emotional Connections

In an ever-evolving market, relevance is paramount. If a competitor adopts your branding strategy, it's a sign that you are on the right track—but it also prompts you to elevate our approach. The focus must be on remaining adaptable and proactive. You must deepen your understanding of your clients and offer unique, value-driven experiences that align with their evolving needs and aspirations. By emphasising authenticity, innovation, and a personalised approach, you can ensure that you stay relevant even as the market shifts. It's about continuously challenging yourselves to refine your narrative and maintain your connection with your audience—creating a brand that is not just seen but truly resonates.

It really depends on your degree of autonomy. But if you have any degrees of freedom, going one or two steps further than the order takers would ever dare, should see them off!