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Every Brand Should Have Its Own Success
By: Janet Kalandranis
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There are certain brands that win the game every single time. It’s like they are consistently riding this wave way up high and following them seems like the only way to gain success. But remember, that brand’s success is individual and customized for the specific business. It can’t be replicated and expected to produce the same results because brands are unique and what works for one doesn’t always work for another. Remember in grade school when someone tried to copy the popular girl’s outfit, yet it didn’t have the same effect? That’s exactly what happens when brands try to copy, steal, and borrow ideas to make them their own and hopefully ride in the coattails of one brand’s success. It’s not authentic, it will probably cause some sort of trouble, and customers are going to notice — in a bad way. People want brands that create their own path, their own reason for success, and don’t simply copy what works for other brands. So stand tall and proud and create a brand success story that is as unique as the brand.

Chipotle is one of those successful brands that people can’t get enough of. Customers love it, all of it, and other brands want to emulate that successful ride of the brand. But it’s not that simple, because Chipotle created something unique to its brand and if copied probably wouldn’t produce the same results. For instance, even the name Chipotle in a certain font and layout carries weight with the general consumer. So when Jack in the Box launched a promotional product, the Chipotle Chicken Club Combo, and used that all-too-familiar name and font, the brand got angry. Chipotle was smart enough to know that the path it created for its own success is not something that other brands should be able to feed off of so easily. And yes, Chipotle won this argument.

It’s seen a lot though; brands that copy others ever so slightly, yet there is a familiarity with the specific tactic. Don’t think that customers don’t notice and that the original brand won’t see the resemblance — they will. But more important is that brands need to carve out their own uniqueness and their own story for success. Of course, many brands in one category will have similar attributes and even similar programs, but it’s important that the brand put its own creativity into much of this, whether it’s the way initiatives are delivered, social integration, naming, or creative design. Brands need to identify what will work for them and create future success that can be claimed as their own.

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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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