HOW TO STOP BEING BASIC AND START BEING UNFORGETTABLE

THE BRANDING GRAVEYARD IS REAL (AND YOU DON’T WANT TO BE BURIED IN IT)

Picture this: You’re walking through a grocery aisle, scrolling past Instagram posts, or flipping through TV ads - how many brands do you actually remember? Not many. That’s because most brands play it safe.

Safe equals forgettable. Forgettable equals buried.

The numbers back this up - according to Havas Group's Meaningful Brands study 🔗, 74% of brands could disappear and consumers wouldn't care.

Most companies don’t build brands - they assemble them like IKEA furniture, following a generic set of instructions. They tick off all the branding “must-haves” (logo? check. mission statement? check.) but there is more than this. but miss the one thing that actually matters: standing out.

HOW BRAND STRATEGY GOT STUCK IN SAFE MODE

Somewhere along the way, brand strategy became about fitting in rather than standing out.

The playbook says:

• Follow the market trends – because nothing screams originality like doing what everyone else is doing.

• Make data-driven decisions – data is crucial, but bold decisions drive real impact. Letting an algorithm make all your choices is like letting a GPS decide your vacation.

• Avoid being too risky – blend in, play it safe, and watch your brand fade into obscurity.

And that’s exactly why everything looks the same.

• Every startup has the same sans-serif font

• Every SaaS company has a ‘humanised’ illustration on their homepage

• Every ad is a slightly tweaked version of something already done

It’s branding Groundhog Day.

The same recycled aesthetics, the same predictable messaging, and the same uninspired positioning. Brands are caught in an endless loop of playing it safe, prioritising broad appeal over genuine connection. In a world oversaturated with noise, blending in isn’t just ineffective—it’s a slow march toward irrelevance. If everyone is doing the same thing, then no one stands out, and the brands that fail to carve their own identity risk disappearing into the void of mediocrity.

THE STATUS QUO IS A DEATH TRAP

Take a walk down memory lane and think of the brands that mattered in the last decade:

• Airbnb (built a community instead of selling rooms)

• Apple (turned tech into a lifestyle)

• Nike (turned shoes into a movement)

  
  

Now, think of the hundreds of brands that launched in the last five years that you don’t remember. 

Exactly. 

Many brands came, they spent millions on marketing, they followed the same tired formulas - and they vanished into obscurity.

If your brand strategy doesn’t spark an emotion, tell a story, or create a unique identity, you’re just another name in the noise.

So what’s the alternative?

Brands that thrive aren’t just different for the sake of it - they build something that matters. They create culture, they challenge expectations, and they make people care. 

WHAT IF YOUR BRAND DIDN’T JUST EXIST—BUT ACTUALLY MATTERED?

Imagine a world where brands didn’t just compete on features but actually shaped cultural conversations. Where companies had the guts to take a stand, show personality, and break the mold. 

A world where:

• A bank could be cool - Cash App

• A password manager could be fun - Password’s pirate branding

• A sock company could become a status symbol - Stance Socks

  
  

Now, imagine if every industry followed suit - if healthcare, education, or even government services crafted their brand strategy with the same level of personality and distinction. What if a hospital rebranded itself with the energy of a fitness movement? What if an online education platform had the fanbase of a blockbuster video game? The possibilities are endless, and the brands that dare to dream bigger will be the ones defining the future of their industry. 

THE NEW BRAND ARCHETYPE: BOLD, AUTHENTIC, UNAPOLOGETIC

The best brands don’t just sell - they resonate. They don’t compete - they create their own category. When a brand truly resonates, it becomes more than just a product or service - it transforms into an experience, a movement, or even a cultural touchstone.

People don’t just buy into the brand; they believe in it.

In an era where consumer attention is fragmented and fleeting, a brand strategy that wins isn’t the one shouting the loudest—it’s the one with a distinct, undeniable presence. Brand strategy that doesn’t rely on the latest trend or fleeting promotions. Instead, it cultivates a personality so strong, that customers can’t help but remember the brand, talk about it, and advocate for it. Consider how your branding can help inform your marketing to make it stand out - here is a breakdown of how that works.

THE COST OF PLAYING IT SAFE

If you think blending in is the safer option, think again.

A brand strategy that plays it safe comes with hidden dangers. In an age where consumer attention is fleeting and competition is cutthroat, the biggest mistake a brand can make is fading into the background. Brand strategies that cling to outdated, overused tactics often render their brands irrelevant before they even realize what happened. 

Simply put, a winning brand strategy isn’t about keeping up—it’s about creating meaningful connections.

Without a distinct voice, a compelling story, or a memorable identity, your brand risks becoming just another commodity in an already crowded marketplace.

The brands that rise above the noise are the ones that refuse to settle for safety and instead embrace bold, strategic differentiation.

So what happens when you choose to go down the same route as everyone else? 

• Lack of differentiation – You get lost in the noise. When your branding blends in with the competition, consumers have no reason to choose you over anyone else. Differentiation isn’t about being different for the sake of it - it’s about creating a unique, unmistakable value proposition that is instantly recognisable.
  

• No emotional connection – People buy a feeling, not just products. In an age where loyalty is scarce, emotional connection is the only real moat. A strong brand strategy doesn’t just sell—it builds relationships, sparks conversations, and creates communities that customers want to be a part of.
  

• Slow End– Without a strong sense of purpose, customer loyalty is fragile. If your brand doesn’t stand for something, it’s forgettable. And in today’s digital-first world, forgettable brands disappear…fast. A lack of bold positioning means losing relevance, and once a brand starts fading, it’s incredibly hard to recover.
  

The brands that win aren’t playing the same game as everyone else. They’re making up their own rules.

MARKET SATURATION AND THE URGENCY FOR CHANGE

Most industries are oversaturated. New brands pop up daily, each vying for consumer attention. But in a world where everyone is shouting, the only way to be heard is to say something different. The urgency to evolve isn’t just about growth - it’s about survival. Those who fail to innovate become relics of the past, left behind by brands that were willing to take risks.

Real-World Warnings:

• Blockbuster played it safe. Netflix didn’t.

• Kodak ignored change. Instagram didn’t.

• Yahoo tried to be everything. Google focused on one thing and won.
  

The lesson? Playing it safe is the biggest risk of all.

The Power of Contrarian Thinking

The most iconic brand strategies didn’t follow the script - they tore it up and rewrote it on their terms. This doesn’t mean being rebellious for the sake of it, but rather having the courage to challenge conventional wisdom, rethink industry norms, and take strategic risks that set you apart. It’s about daring to be different in a way that resonates with your audience and forces the market to take notice. Brand strategies that break the mold create movements, not just marketing campaigns, and in doing so, they etch themselves into the cultural consciousness.

• Patagonia 🔗 told customers not to buy their jackets - and sales soared.

• Liquid Death 🔗 made canned water feel like a punk rock movement.

• Tesla 🔗 sold cars without traditional dealerships - and dominated the industry t

The takeaway? People remember brands that defy expectations.

THE BLUEPRINT FOR AN UNFORGETTABLE BRAND STRATEGY

Here’s the kicker: You don’t need a billion-dollar budget to stand out.

You just need to stop copying the competition.

The brands that truly make an impact aren’t necessarily the ones with the deepest pockets - they’re the ones with the sharpest insights, the boldest messaging, and the courage to take creative risks. Whether it’s through unexpected marketing, unconventional branding and brand strategy, or a complete industry shake-up, standing out is about originality and audacity, not just throwing money at a problem.

The good news? Differentiation isn’t a luxury reserved for massive corporations—it’s an opportunity available to any brand willing to think differently: 

• If they go serious, go funny. (See Duolingo’s 🔗 chaotic social media)

• If they go corporate, go personal. (Checkout Basecamp’s 🔗 anti-BS brand voice)

• If they go quiet, make noise. (Oatly’s 🔗 bold in-your-face packaging made it unmissable on the shelf)

  
  

Innovation isn’t about reinventing the wheel—it’s about spinning it your way.

The Blueprint for an Unforgettable Brand Strategy

If you want your brand to stand out, you need a battle plan. One that ditches the status quo, embraces the unexpected, and forges an identity so unique, that customers can’t help but remember you.

Here’s how to break free from the sea of sameness and create something truly meaningful:

1. Challenge Conventional Wisdom – The worst thing you can do is assume the “best practices” are actually best. The biggest brands in the world got there by doing something different—whether it was ditching traditional marketing, defying industry norms, or rewriting the rulebook entirely. Question every assumption about how things “should” be done. If everyone is zigging, maybe it’s time to zag? 
   

2. Find Your Brand’s North Star – Why does your brand exist beyond making money? If you can’t answer that in one sentence, your customers won’t be able to either. The most memorable brands stand for something bigger than their products. Nike isn’t just about shoes—it’s about human potential. Patagonia isn’t just about outdoor gear—it’s about protecting the planet. What’s your mission? Make it bold, make it clear, and make it matter.
   

3. Cultivate Storytelling & Risk-Taking – If your brand messaging sounds like a PowerPoint presentation, you’re already losing. People don’t connect with bullet points, they connect with stories. Brands that master storytelling—whether it’s through personal narratives, cultural relevance, or audacious campaigns—create emotional connections that keep people coming back. But storytelling without risk is just noise. Be willing to take a stand, make bold statements, and do things that make you nervous.
   

4. Embrace Disruptive Design – If your logo, website, or packaging could belong to any other company, you’ve already failed. Design isn’t just about aesthetics; it’s about creating a visceral reaction. The best brand designs aren’t just pretty; they provoke, intrigue, and demand attention. Whether it’s through unexpected color palettes, unconventional layouts, or iconoclastic branding, don’t be afraid to disrupt the visual landscape of your industry.
   

5. Adopt Unconventional Marketing – Traditional marketing is dead. Consumers are allergic to generic ads and tired messaging. The brands winning today understand how to create moments that break through the clutter—whether that’s through memes, guerrilla marketing stunts, viral activations, or collaborations that seem totally out of left field. The key? Stop thinking like a marketer and start thinking like a culture creator.

   
   

Branding isn’t a checkbox. It’s a weapon.

Right now, the brands that dare to be bold, real, and different are the ones taking over. In a world drowning in sameness, branding is your strongest form of defense - and your most powerful offense. It’s what turns a product into a movement, a logo into a legacy, and a company into a culture-defining force.

Go beyond selling something; create a feeling, a belief, an identity that people can rally behind.

Ask yourself:

• Are you a category leader or just another player?

• Do people love your brand, or are they just tolerating it?

• If your brand disappeared tomorrow, would anyone care?

  
  

If the answer to all three isn’t a hell yes, it’s time to shake things up.

That's what we feel here at All Realms.