Breaking free from the brand mold Pt. 1
Why do all modern brands look and sound the same and what can we do about it?
Hi there, I’m Callie — a brand strategist, designer, part-time farmer, and creative exploring the ways we can create sustainable businesses that are remembered for more than what they sell. Welcome to The Hive, I’m so happy you are here! P.S. My 2025 books are open for brand and website design. Drop me a line here to chat!
There are many trend-spotters and strategists who can tell us the exact moment that a trend takes hold. For me one of those moments started around 2014 as small startups began disrupting markets and introducing innovative products largely through their own eCommerce platforms. I was still in business school at the time and far more interested in what was happening “out there” than the decades old case studies we were reading in class. Fast forward to 2016, I was living in Austin and there was a buzzy energy in the air. As a recent college grad and aspiring designer it was like Disneyland as I was immersed in a living case study in brand and marketing strategy.
At the time these brands were shaking things up with design that felt fresh, bold, and a little risky compared to the industries they were disrupting. I distinctly remember Bumble’s spray painted sidewalk ads outside my favorite coffee shop and it worked because just days later I downloaded the app. I have to suspect that this move was partly due to a lack of marketing dollars, but even so it was brilliant because it broke you out of your routine. That bold yellow lettering on a sidewalk forced me to pause because it was unexpected, the kind of surprise and delight that was so common then.
However, there’s a trend towards homogeneity that’s slowly gained traction over the past 15 years. Companies are increasingly after the Millennial dollar and now Gen Z too, whose buying habits are showing some notable differences from that of Millennials. The result is a noticeably change in the way we create and consume.
I also believe there is a darker undercurrent to all of this which is leading to less conscious consumerism thanks to algorithms controlled by ad dollars, the proliferation of brand deals, and lack of regulation of the online space. However, that’s a topic for another day.
All we wanted were better options
Millennials started this conversation. We wanted more out of our products/services/life and the market responded with a multitude of startups, solving our problems with beautiful branding and incredible unboxing experiences. Small brands were gaining loyal followings using out of the box marketing, leveraging social media and strong storytelling to build cult-like followings. And undeniably large companies started to notice.
The impact of these small brands, supported by a host of imaginative creatives, freelancers, and small agencies, cannot be overstated. Their aesthetics, packaging choices, and marketing strategies are now seen at scale.
Target seemingly answered this by shifted their approach to clothing in 2017 and introducing 12 private label brands, each with their own branding, product lines, and target demos. They looked and felt “boutique”, a notable change from the mass production feel of these large retailers. Even still, the clothing is fast fashion and mass consumption at its core.
As an aside: I think this was one of the smartest moves made by Target and it seems to be paying off. Many, if not all, of the brands they introduced at the time are still available in stores. And to Target’s credit they’ve still maintained the charm in their brand with Bulleye, the mascot, and their distinction with their logo.
However what we’re seeing now is actually the opposite of a “stop you in your tracks Bumble sidewalk ad”. The larger market copied the small brand playbook and it only partly worked. They upgraded their packaging, slapped a trendy brand on it, but they forgot the most important thing that turns a business into a Brand — creating their own world and a community to support it.
What we loved so much about these smaller brands was their genuine desire to right a wrong, modernize an antiquated industry, or create something that intended to make our life better. In the process, they appealed to us through personal stories and anecdotes. They weren’t some high and mighty CEO, they were us. We wanted their products and services AND a connection. We wanted something the bigger brands weren’t giving us, a place to connect with like-minded people. Cue the cult-like social followings, insider language, and branded merch that sparked connection in the real world.
It was new, it was innovative, and now it’s mass market. Now I see businesses and clients, many of whom are micro to small businesses, admiring these strategies and struggling to get on board with something out of the box. We want to have our cake and eat it too — to be universally liked and also be the “go-to” in our industry. What we fail to realize is what those brands did in their infancy — solved a specific problem for a specific customer. It’s not what happened at scale that we should pay attention to, it’s what happened at the grassroots. What happened when they were us, the micro to small business, just trying to make their world a little better with one idea.
How do we break free?
I’ve worked in branding and marketing for nearly a decade now and I’m nostalgic for the kind of branding and marketing that stops me in my tracks. I find myself counting how many ads for the same products I hear across the five or so podcasts I listen to. I think about our clients who are completely overwhelmed by the content demands of social platforms and at the same time feel the intense weight of imposter syndrome so they sit on ideas, wait to launch, or play small because there are a dozen people “doing it better than them”. These are often high-achieving women who are experts in their fields building brands that matter, but feel completely lost in the current system.
And truthfully, as their trusted guide, sometimes I don’t know what to say. That feels scary to admit because I’m a “branding expert”, but even the experts are playing catch up sometimes.
So what are we to do? How do we avoid falling into the trap of sameness and build a brand that is remembered for more than what we sell? How do we build a world that we want to lead and others want to be a part of?
In my creative studio I’m taking tangible steps to do this for our clients which involves finding alternatives to Pinterest, not spending time on Instagram (and unfollowing nearly everyone in the “online space”), and looking outside of digital spaces for inspiration so we can deliver results that feel more aligned than influenced.
As I talk with clients I’m pressing for the “why” behind their reasoning. Too often it is assumption or a compulsion that it “must be done this way”. I recognize my responsibility as a leader to guide our clients to resources, tools, and tactics that are both attainable and sustainable in their business. I’m more conscious of my recommendations and do a lot more vetting these days.
Because breaking free of this world of brand homogeneity is more than just taking creative risks, it’s about genuinely believing in the world you are creating. It’s being considerate of your audience and of your own limits. And it’s also being really freaking choosey about what you’re consuming. What are the messages you are hearing? Who are the people in your circle of influence? What is the motivation behind the advice you are receiving and is it being incentivized?
As AI becomes our norm, we are going to seek out more human experiences.
The people who care about their missions, who deeply resonate with the work that they do and show their passion to the world are going to stand out. This is not a time to vacillate, it’s a time to get really clear on WHY you are building your brand so you can share that with clarity.
If you (authentically) give a damn about what you do, you extend an invitation for others to do the same. If I’m forecasting anything it’s this: the best way to stand out right now is not looking for best practices or industry standards, it’s creating your own.
This is part one of a series on creating a brand you actually want to lead. In my upcoming posts, I’ll be talking about tactical ways we can write our own rules and create brands that feel true to us and leave our communities better. Until then, I’ll leave you with a few things I’ve read or listened to lately that I bookmarked, highlighted, and underlined:
Relationship Marketing 101 with Michelle Warner | Off the Grid Podcast
Engineering Leads that Act Like Referrals | Sequence Over Strategy Podcast
It’s All In The Sequence (or, you’re doing the right things but in the wrong order) | Sequence Over Strategy
Thanks for reading The Hive! You can find me here on a weekly-ish basis writing about brands, sustainability, and running a creative business. If you’re into The Hive and you’re looking to invest in your brand or website, check out my creative studio here. Otherwise, thank you for being here and reading along!