In a recent post, brand strategy consultant Denny Kurien explains in ultra-clear detail how to make your brand stand out in a sea of look-alike competition.

In a world saturated with options, a common mistake many brands make is trying too hard to fit in. We’ve all seen it: the clean, minimalist skincare line that looks exactly like a dozen others, or the health-focused protein bar with the same muted color palette as its competitors. In an effort to appear legitimate and trustworthy, these brands often blend into the background, becoming utterly forgettable.

The truth is, a boring brand is a dead brand. So, how do you break free from the sea of sameness and make your brand truly interesting? The answer lies in a simple, yet powerful strategy: cross-pollination.

Cross-pollination is the art of borrowing ideas, aesthetics, and concepts from entirely different, often unexpected, industries and applying them to your own. It’s about challenging conventions and flipping the script on what your product "should" look like. By doing this, you create a brand personality that is so unique, it demands to be noticed.

Let's look at some powerful examples of this in action:

1. The Rebellious Skincare Brand

Think about the traditional skincare market. It’s dominated by a calm, clinical, and minimalist aesthetic. Products are often packaged in white, beige, or glass containers, promising purity and simplicity. But what if you took the opposite approach?

Imagine a skincare brand called "Ink & Ash" that leans into a rebellious, edgy persona. Its packaging is dark and gritty, perhaps inspired by tattoo culture or street art. It uses bold typography and a rebellious tone of voice. And to make it even more distinctive, package it in a milk carton. This brand isn't about fitting in; it's about standing out. It speaks directly to an audience that feels disconnected from the "perfect" beauty industry, making it instantly more authentic and interesting.

2. The Playful Perfume

When you think of high-end perfume, what comes to mind? Elegant glass bottles, intricate designs, and a focus on luxury and sophistication. Now, what if you sold perfume in packaging inspired by colorful children's crayons?

This is the kind of unexpected twist that makes a brand memorable. It subverts expectations and suggests a playful, creative personality. A brand that does this isn't just selling a scent; it's selling an experience—a nostalgic, artistic one that stands in stark contrast to its competitors.

3. The Gothic Ice Cream

Ice cream brands typically evoke feelings of joy, childhood, and summer fun. The packaging is often bright, cheerful, and almost cartoonish. But what if you decided to turn that on its head?

By packaging ice cream in a jar that looks like a gothic candle, you're instantly creating a new product category: "gothic ice cream." This brand isn't for kids at a birthday party; it's for adults looking for a unique, almost mystical treat. It appeals to an audience that loves dark aesthetics, fantasy, and the unconventional.

A Step to Building an Iconic Brand

Cross-pollination isn't just a marketing trick; it's a strategic way to define your brand's unique position in the market. It forces you to think beyond the obvious and forge a new path.

To do this successfully, you need to understand the core elements of your brand. It’s not just about a cool package; it’s about a deeper connection between four key elements:

• Your Product/Service: What are you offering?
• Your Audience: Who are you trying to reach?
• Your Brand Story: What is the narrative behind your brand?
• Your Brand Personality: How do you want to be perceived?

An interesting brand is the result of these four elements working together in harmony, with a dash of unexpected flair. When you mix your product with an unlikely personality and an authentic story, you create something truly iconic.

So, the next time you’re thinking about how to get noticed, remember this simple rule: when everyone else zigs, you zag. Dare to be different, borrow from the unexpected, and you'll build a brand that people don't just buy—they remember.

Click here to see Denny’s video explaining the concept.