Because when everything looks the same, nothing stands out.

We’ve all seen it. The clean sans serif logo. The soft pastel tones. The minimalist moodboard. It’s everywhere, from hospitality to wellness to tech to luxury, brand identities are starting to blend into each other.

It’s not that any of it looks bad. The problem is, it all looks the same.

Why is this happening?

It usually starts with the question: “What’s working for others?” Brands are starting by looking sideways, not inward. They pull from Pinterest, scroll Instagram, check what competitors are doing, and build their identity around familiar references, not around what makes them different.

AI tools have made this even easier. With a single prompt, you can generate logos, layouts, even taglines. But those outputs are trained on existing work. So unless your inputs are carefully curated and grounded in something unique, you’ll likely end up with more of the same.

Speed vs strategy

As Jon Rowlandson points out in his excellent recent article, the industry itself isn’t blameless. Creative agencies, particularly in the startup space, are often asked to deliver a full brand identity in a matter of weeks, with little time for research or positioning.

In his words, “Creative agencies themselves have unwittingly fostered a sameness epidemic.” The result is a flood of “acceptable” branding. Clean, nice, but forgettable. And forgettable isn’t good enough when it comes to branding.

Why stand out?

It should be obvious, right? But "stand out" aren't just trendy marketing buzzwords, a 2024 study found that that brands with a clear and distinct identity significantly boost customer satisfaction and repurchase intent.

Meanwhile, a literature review (rather scarily titled "Differentiate or Die") confirms that differentiation via brand elements is a key driver of long‑term brand equity, increasing awareness, trust, loyalty and attachment.

But how do you do it?

It all starts with clarity about what your business stands for. What are you really offering people that they can’t get anywhere else?

That’s where brand strategy comes in, and where real creativity can start to bring your brand to life unlike any other. Not by copying or by asking ChatGPT, but by carving out your own space.

At Dennis, we start with differentiation

As any of our clients can tell you, we never begin with design. We begin with meaning. With story. With ideas. With finding what makes a brand worth caring about.

We dig deep to uncover your voice, your edge, your point of view. And then we build an identity that’s deliberately different. Not for the sake of it, but because it reflects something true.

Every detail must have intention. Every choice should add clarity. Because when everything out there starts to looks the same, the most powerful thing your brand can be is itself.