We're Doing Things Differently: What a Crap
If your brand leads with "we're doing things differently," then I have a question: What does that even mean? A desperate cry - look at me. "I am special. However, it is not; you sell the same products and offer the same services as any other in the industry. Everything about such a brand feels templated and safe, and you're not doing anything out of the ordinary. You're just adding glitter to the same box everyone else is in.
Glitter doesn't make the box new. It just makes it itchy.
In branding, "different" has become the most boring thing you can say. Because saying it isn't doing it. Real differentiation isn't about the words—it's about the choices and the strategy behind the brand.
1. "Doing Things Differently" Has Become the Most Boring Claim in Branding
It's everywhere. Startup bios, pitch decks, product launches: "we're rethinking," "we're disrupting," "we're not like the others." But when you look closely? It has the same design and photo style. It's the same buzzwords and typeface pretending to be bold. Sure, you can use any nonsense colour, but this is not what sells.
It's branding theatre.
And that's why so many products end up looking like knockoffs of each other—no soul, no character, just noise.
You might grab a little attention at the moment—but without substance, it's noise. And noise fades.
Let's illustrate it this way: imagine a crowd of people with someone in the middle jumping and shouting, "Look at me!" Eventually, they can't keep this up forever because human strength is limited. Soon enough, they blend back into the crowd, as they have nothing to offer beyond their appearance. The moral is this: those who do things differently don't just talk about it; they explain it and demonstrate it. What does that mean?
"Doing It Differently" Means Not Saying It—Just Being It Look at true innovators like ChatGPT. They don't shout about being different; they simply innovate and let the world feel it. They focus on educating, explaining, and evolving rather than declaring how unique they are. This is the domain of true inventors—they don't need to say they're different because their actions speak for themselves.
The Paradox: Most Businesses Hate What's Different. While businesses love the idea of innovation, they often prefer the comfort of what's tried and tested.
They say they want something new, but they invest in what feels certain and secure. And that's why strong branding isn't about claiming to be different; it's about being authentic, consistent, and clear. Certainty comes from clarity and honesty, not from chasing trends. Want to Actually Stand Out? Say What You Mean. Do What You Say.
2. Positioning Is Not a Slogan. It's an Anchor.
If your brand says, "We're different," you'd better tell us how—and from what.
Now it's getting interesting! You might think we can't get more creative than this, but here's the catch: YOU NEED TO EXPLAIN YOUR DIFFERENCES RATHER THAN JUST STATING THEM. Focus on the benefits that your unique approach brings. For example, emphasises how we are a fast agency or how we introduce a new business ecosystem or innovative products with ingredients recently discovered. Highlight any new software your company uses or advanced payment systems—anything that directly benefits the customer and clarifies what they can gain from your brand instead of leaving them confused.
Stop presenting your differences like an introverted teenager and start attracting attention with clarity and strategy. Utilising effective positioning is a great way to make your business stand out!
Real positioning happens when you define your place by contrasting it with something else. That's what politicians do. They position themselves against an opponent to give clarity to their stance. It's not random — it's deliberate because humans need contrast to understand meaning.
And guess what? Brands work the same way.
One of the best examples of bold positioning comes from a cocktail: the Pornstar Martini. Originally a simple vanilla passionfruit drink, it became the most-ordered cocktail in bars across Europe—because of its name. It didn't taste radically different. But it felt radically different.
That one naming decision—a little rebellious, a little risqué—positioned it against every safe, predictable drink on the menu. It got attention, it got remembered, and it got ordered.
Brands who win don't try to please everyone. They choose their enemies. They draw the line. They say: "We're not that. We're this."
3. Trends Are a Starting Point. Not a Personality.
Too many brands mistake trend-chasing for innovation. They think if they adopt what's hot—like bold monochrome logos or Instagram-style gradients—they're being "fresh."
No. You're being invisible.
Trends don't differentiate you. They just help you speak the language of the room. But once you've been invited into that room, what matters is how you stand out inside it.
Let's go back to logos.
Every few years, a new logo trend emerges—be it geometric sans-serifs, minimalist one-line marks, or retro blobs with nostalgic type. One company does it brilliantly…, and then ten thousand copy it.
And what happens?
They blend.
If you want to be remembered, don't copy what works—build on it, then break it. Use the feeling of a trend, but subvert the form. A powerful brand strategy lets you know what rules to break and when.
Remember: Your logo doesn't need to scream. But it should hum with confidence. A strategy gives it that tune. And most of all, it should present your brand, not a fashion line. So, it must be extremely customised and based on your brand specifications, values, message, vision, etc.
4. Don't Say It. Be It.
If you're actually doing things differently, you don't need to say it. You show it—in your visual language, in your tone of voice, in your offers, in the experience.
True branding is behavioural, not declarative.
Look at a brand like Oatly. They didn't say, "We're not like other oat milks." They built packaging that looked like it was doodled on a protest sign. They wrote copy like a sarcastic teenager who just read a climate report. They owned a tone that no one else had the guts to adopt.
That's different. Not because they claimed it—but because they lived it.
Here are some troubling statistics.
54% of all startups reportedly fail due to inadequate branding strategies—poor identity, messaging, and brand foundation rather than just visuals
Another source even claims that 61% fail because they lack a strong brand identity, tying this to weak differentiation and storytelling.
In a bolder claim, 80% of startups are said to fail largely because of poor branding, though that likely overlaps other factors.
We are Metaka Branding Studio; we help brands stop blending in and start anchoring. Through strategy, storytelling, visual clarity, and bold positioning—we don't make your brand pretty.
We make it powerful.
Let's build the one brand people remember.
Reach out to us today, and let's make different actually mean something.
