Competition is GOOD for Business...Trust Me

For many of us, especially those building brands that are deeply personal or aesthetic-driven, seeing someone else doing something similar can trigger all sorts of feelings.

“Is there room for me?” “Is she doing it better?” “Is my idea even original anymore?”

But here’s what I want you to remember: Competition isn’t a threat to your livelihood...it’s confirmation that people want what you offer.

Think of it this way: If similar businesses already exist, that means there's demand. It means real people are actively buying the kind of product or service you’ve built your brand around. And the best part? You don't have to do all of the work to educate your audience that your niche exists - they already know.

That’s not something to fear! That's something to celebrate.

BUT, the key is to show up intentionally within your industry. That’s where thoughtful branding comes in.

Why Competition Research Matters

When I work with clients on brand strategy and design, one of the very first things I do is take a look at other businesses.

Who is doing something similar? What’s working for them? What feels overdone? What gaps exist?

This research isn’t about copying or comparing, it’s about positioning. Namely, where you fit into the market.

It helps me ensure that I'm creating brands that stand out - not something that feels like a copy & paste of whatever else is out there.

Recently, I created a brand for a pole & aerial studio, After Dark.

I knew we wanted to avoid cliches like neon signs and pole dancer silhouettes in the brand. But, while I was researching local competitors, I noticed something - 3 of them used moons in their logos.

That wouldn't be such a big deal normally, but my client's brand name is literally "After Dark" and my client specifically mentioned how much she loves moon imagery and symbolism.

It was my job to go about this strategically. How could I use a moon in her branding while ensuring that she would stand out from her local competitors - rather than blending in?

That's when the cathedral window concept came into play. It brings in some edgy gothic architecture while maintaining an ethereal, celestial vibe.

Familiar, Not Forgettable

Sure, we can make something that no one in your industry has ever seen before, but that's not always the smartest move.

One of my goals is to ensure that your brand stands out, but it also has to feel...familiar.

Think of it like choosing a book by genre: if your reader loves gothic romance and your cover looks like a western fiction, you might lose her before she even reads the blurb.

One of the most powerful parts of brand strategy is learning how to balance industry standards with personal differentiation.

If your offer exists in a particular industry or aesthetic niche (and let’s be real, it does), there are certain visual cues, tones, and experiences your audience expects.

For example, it's standard practice for e-commerce shops to setup their navigation menu in a specific order. They use the same language. This cuts down on customer confusion because shoppers don't have to learn some hyper-unique menu in order to purchase from your site.

These unspoken rules help people understand what you’re offering at a glance and whether or not it’s for them.

But blending in too much? That’s how you become forgettable. The sweet spot is crafting a brand that feels like a natural fit for your space while still feeling unmistakably YOU.

It’s Not About Being the Only One

It's about being the only one they remember!

Your job isn’t to eliminate the competition, it’s to give your people a reason to CHOOSE you.

And that choice will always be rooted in connection. Your story. Your tone. Your aesthetic. Your values. The experience you give them.

So the next time you catch yourself scrolling and feeling a twinge of comparison, remind yourself: She’s not taking over your space, she’s proving that there's a customer base that wants you to exist.

And that's amazing.

Want me to help you create a brand that stands out AND feels like you?

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