{"id":13638,"date":"2026-08-12T06:10:10","date_gmt":"2026-08-12T06:10:10","guid":{"rendered":"https:\/\/enki.studio\/?p=13638"},"modified":"2026-08-25T09:44:43","modified_gmt":"2026-08-25T09:44:43","slug":"why-do-brands-in-the-same-industry-start-looking-alike","status":"publish","type":"post","link":"https:\/\/dev.enki.studio\/enki-new\/why-do-brands-in-the-same-industry-start-looking-alike\/","title":{"rendered":"Why Do Brands in the Same Industry Start Looking Alike?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13638\" class=\"elementor elementor-13638\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7728344 e-flex e-con-boxed no no e-con e-parent\" data-id=\"7728344\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-7bdb7d5 e-flex e-con-boxed no no e-con e-child\" data-id=\"7bdb7d5\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-206ac87 elementor-widget elementor-widget-heading\" data-id=\"206ac87\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Why Do Brands in the Same Industry \nStart Looking Alike?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0cef567 elementor-widget elementor-widget-image\" data-id=\"0cef567\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1693\" height=\"929\" src=\"https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/heroimage-1-1.png\" class=\"attachment-full size-full wp-image-13663\" alt=\"\" srcset=\"https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/heroimage-1-1.png 1693w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/heroimage-1-1-300x165.png 300w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/heroimage-1-1-1024x562.png 1024w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/heroimage-1-1-768x421.png 768w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/heroimage-1-1-1536x843.png 1536w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/heroimage-1-1-1120x615.png 1120w\" sizes=\"(max-width: 1693px) 100vw, 1693px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e4c6d97 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"e4c6d97\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-far-calendar-alt\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M148 288h-40c-6.6 0-12-5.4-12-12v-40c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12zm108-12v-40c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v40c0 6.6 5.4 12 12 12h40c6.6 0 12-5.4 12-12zm96 0v-40c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v40c0 6.6 5.4 12 12 12h40c6.6 0 12-5.4 12-12zm-96 96v-40c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v40c0 6.6 5.4 12 12 12h40c6.6 0 12-5.4 12-12zm-96 0v-40c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v40c0 6.6 5.4 12 12 12h40c6.6 0 12-5.4 12-12zm192 0v-40c0-6.6-5.4-12-12-12h-40c-6.6 0-12 5.4-12 12v40c0 6.6 5.4 12 12 12h40c6.6 0 12-5.4 12-12zm96-260v352c0 26.5-21.5 48-48 48H48c-26.5 0-48-21.5-48-48V112c0-26.5 21.5-48 48-48h48V12c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v52h128V12c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v52h48c26.5 0 48 21.5 48 48zm-48 346V160H48v298c0 3.3 2.7 6 6 6h340c3.3 0 6-2.7 6-6z\"><\/path><\/svg>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Date - 12 Aug 2026 12:16 pm  \/ by <font color=\"#ff355e\">Nirvikalp Kushwaha<\/font><\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1afa79e elementor-widget elementor-widget-text-editor\" data-id=\"1afa79e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>A few weeks ago, I was working on a brand identity project. Like every branding project, it started with competitor research. I opened dozens of websites, collected packaging references, saved social media posts and started understanding how brands in that industry presented themselves.<\/p><p>After spending a couple of hours looking at one brand after another, I noticed something I had never really paid attention to before.<\/p><p>Even without reading the logos, I could almost tell what business each company was in.<br \/>A fintech website looked like fintech. A healthcare brand felt like healthcare. Protein supplements somehow looked aggressive before I even read the pack. Luxury brands looked expensive without mentioning their price.<\/p><p>These companies had different founders, different products, different stories and completely different ambitions. Every one of them wanted to build a memorable brand. Every one of them wanted stronger brand recognition. Every one of them was investing in brand marketing to stand out in an increasingly crowded market.<br \/>So why did they all end up looking like they belonged to the same family?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-60b2f2d elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"60b2f2d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">The Obvious Explanation\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9244158 elementor-widget elementor-widget-text-editor\" data-id=\"9244158\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>The first answer felt pretty straightforward.<\/p><p>Designers are influenced by other designers.<\/p><p>One successful brand creates a visual style. It gets featured on Behance, shared on Pinterest, passed around in WhatsApp groups and eventually lands in someone&#8217;s moodboard. Clients begin using it as a reference. Designers borrow parts of it. Another successful project follows, and before anyone realises it, that style slowly becomes what the entire category starts looking like.<\/p><p>Honestly, I believed that explanation for a long time. Because we&#8217;ve all done it.<br \/>We&#8217;ve searched for references before starting a project. We&#8217;ve looked at competitors to understand the market. We&#8217;ve saved work that inspired us. That&#8217;s not copying. That&#8217;s part of building a brand strategy.<\/p><p>But the more I thought about it, the more I felt that explanation was incomplete.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3709764 e-con-full e-flex no no e-con e-child\" data-id=\"3709764\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-953d114 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"953d114\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Maybe Customers Are Part of the Story<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3bfd770 elementor-widget elementor-widget-text-editor\" data-id=\"3bfd770\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Think about the last time you walked into a supermarket to buy shampoo. Chances are, you didn&#8217;t stop in front of every bottle and carefully read the label before deciding which one to pick up. Long before your eyes reached the brand name, your brain had already started filtering products. The shape of the bottle, the colours, the layout, even the way information was presented probably felt familiar. You instinctively knew which shelf to look at and which products belonged there.<\/p><p>Now imagine the same shampoo packaged exactly like engine oil. It would definitely grab your attention, but it would also make you pause for a second. You&#8217;d probably pick it up twice, not because the branding was brilliant, but because your brain was trying to figure out whether it belonged in your bathroom or your garage.<\/p><p>That&#8217;s when my perspective started changing. Maybe brands don&#8217;t end up looking similar because designers lack originality. Maybe customers have spent years learning certain visual patterns, and those patterns help them recognise products much faster. Before anyone decides which brand to buy, they&#8217;re first trying to understand whatthey&#8217;re looking at. Good visual branding isn&#8217;t just about being memorable. Sometimes, it&#8217;s about helping peoplerecognise the category before they recognise the brand.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5d5789b e-con-full e-flex no no e-con e-child\" data-id=\"5d5789b\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a0c87a5 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"a0c87a5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">The Problem with Competitor Research\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c077150 elementor-widget elementor-widget-text-editor\" data-id=\"c077150\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>This also made me rethink the way we usually approach competitor research. Most of us spend hours comparing colours, typography, logos, layouts and packaging. We build moodboards, identify trends and try to understand thevisual identity of the category. That&#8217;s an important part of the process, but I don&#8217;t think it&#8217;s the most valuable one.<\/p><p>Instead of asking, &#8220;Why is every fintech brand using blue?&#8221; or &#8220;Why do all protein brands use bold typography?&#8221; maybe we should ask a different question. Why have customers become comfortable with these patterns in the first place?<br \/>That&#8217;s where the conversation shifts from aesthetics to behaviour.<\/p><p>Once you start looking at competitor research through that lens, it stops being a collection of visual references and starts becoming an exercise in understanding customer expectations. And I think that&#8217;s where real brand positioning begins. You&#8217;re no longer choosing colours because competitors are using them or avoiding them simply to look different. You&#8217;re making decisions based on what the customer needs to recognise, trust and remember.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0fa1d6f e-con-full e-flex no no e-con e-child\" data-id=\"0fa1d6f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2db4242 elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"2db4242\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Looking Different Isn't the Goal<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9cddcee elementor-widget elementor-widget-text-editor\" data-id=\"9cddcee\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>For a long time, I thought the purpose of branding was to make a business look different from everyone else. Today, I think it&#8217;s a little more nuanced than that. Good brand development isn&#8217;t about rejecting every pattern you see in the category. It&#8217;s about understanding why those patterns exist before deciding whether they deserve to stay.<\/p><p>Some visual conventions genuinely help people recognise the category. Some help build trust because customers have become familiar with them over time. And then there are others that survive simply because they&#8217;ve been repeated for years without anyone questioning them. That&#8217;s where brand strategy becomes interesting. It&#8217;s no longer about choosing a different colour palette or a trendier typeface. It&#8217;s about knowing which conventions are useful, which ones are outdated, and where your brand can create its own identity without making life harder for thecustomer.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8b83239 e-con-full e-flex no no e-con e-child\" data-id=\"8b83239\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4158b4a elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"4158b4a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Final Thoughts\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ffa387b elementor-widget elementor-widget-text-editor\" data-id=\"ffa387b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>The next time I sit down to do competitor research, I don&#8217;t think my first question will be, &#8220;How do I make this look different?&#8221; Instead, I&#8217;d rather ask, &#8220;Which of these patterns exist because customers genuinely need them, and which ones exist simply because the industry has stopped questioning them?&#8221;<\/p><p>I think that&#8217;s where better brand building starts. Not by copying competitors. Not by doing the exact opposite either. But by understanding the reason behind every visual choice before deciding whether it deserves a place in your own brand.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4f9f253 e-con-full e-flex no no e-con e-child\" data-id=\"4f9f253\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-7187fb6 e-con-full e-flex no no e-con e-child\" data-id=\"7187fb6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8ed0aab elementor-widget elementor-widget-image\" data-id=\"8ed0aab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/image2-1.png\" class=\"attachment-large size-large wp-image-13652\" alt=\"\" srcset=\"https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/image2-1.png 1024w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/image2-1-300x300.png 300w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/image2-1-150x150.png 150w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/image2-1-768x768.png 768w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/image2-1-420x420.png 420w, https:\/\/dev.enki.studio\/enki-new\/wp-content\/uploads\/2026\/08\/image2-1-90x90.png 90w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f9e99f9 e-con-full e-flex no no e-con e-child\" data-id=\"f9e99f9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-cad4e21 e-con-full e-flex no no e-con e-child\" data-id=\"cad4e21\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5e7af9e elementor-widget__width-auto elementor-widget elementor-widget-heading\" data-id=\"5e7af9e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Written By<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-472fc25 elementor-widget__width-auto author-name elementor-widget elementor-widget-heading\" data-id=\"472fc25\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\"><a href=\"https:\/\/www.linkedin.com\/in\/nirvikalp-kushwaha-4a2101171\/?isSelfProfile=false\" target=\"_blank\">Nirvikalp Kushwaha<\/a><\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eab3b89 elementor-widget elementor-widget-text-editor\" data-id=\"eab3b89\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Nirvikalp is a Brand designer who spends as much time understanding businesses as he does designing for them. He believes the best design decisions come from understanding customers, not chasing trends. His work focuses on branding, <br \/>packaging and visual identity that help businesses communicate clearly and growwith purpose.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5edab79 e-con-full e-flex no no e-con e-child\" data-id=\"5edab79\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6df0199 elementor-widget elementor-widget-html\" data-id=\"6df0199\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t\t<style>\n    .ms-single-post--img.default {\n    display: none;\n}\n<\/style>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>A few weeks ago, I was working on a brand identity project. Like every branding project, it started with competitor research.<\/p>\n","protected":false},"author":9,"featured_media":13663,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[71,21,73,72,22],"tags":[],"class_list":["post-13638","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-strategy","category-branding","category-marketing-strategy","category-startup-branding","category-strategy"],"acf":{"choi\u0441e_menu_page":"global_settings","full_width":false,"header_transparent":false,"header_white":false,"menu_align_page":"default","menu_style":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.2.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"A few weeks ago, I was working on a brand identity project. 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