Sure, it’s good to keep an eye on your competitors, and your industry, however every business owner I talk to who is the leader in their niche rarely worry about what their competitors are doing, especially when it comes to their websites!
Being at the top of your niche, means you’re more visible. And this visibility often comes with the unintended consequence of being imitated!
At Studio1Design.com we have always prided ourselves on having a unique & original website that positions us as a leader in website design, however, we recently discovered just how ‘appreciated’ our work is.
Check out this 5-minute video to show you what we discovered in relation to our competitors ripping off our website…
It’s been said that “imitation is the sincerest form of flattery,” however plagiarism can be very damaging to your brand. It can also confuse your customers, and can even have legal ramifications.
As David Ogilvy said, “Don’t bunt. Aim out of the ballpark.”
In business, innovation and creative leadership will always win out over derivation. The companies that thrive are not focused on what their competitors are doing. They are passionately pursuing better solutions for their customers.
In this article, we will cover:
– Why copying your competition is a losing strategy
– What you should do instead to truly differentiate
– How to protect your unique assets
Why Imitation Hurts Your Brand
At first, it can seem expedient to model your website design, messaging, and funnels on competitors you think are doing well. But there are significant downsides to copying them:
– You may target the wrong audience – Your competitors may be focused on a demographic that differs from your own. Copying them means targeting the wrong people.
– You sacrifice differentiation – Customers recognize imitation and will see you as lacking creativity.
– It confuses customers & prospects – People may wonder if you and your competitor are actually the same company, or who really has the same clients!
– It reduces your authority – You’re not just selling a service or product but a unique experience. People who copy will forever remain in the shadows or leaders.
– Legal Repercussions – Using a competitor’s client logos, testimonials, case studies, or copyrighted content isn’t just unethical; it can have legal consequences. The internet has made the world smaller, and getting caught is not a question of if but when.
As marketing legend David Ogilvy would caution, never “bunt” in business. Don’t settle for copying others. Instead, swing for the fences with bold, creative ideas tailored to your customers.
Focus on Customers, Not Competitors
Rather than obsessing over what competitors are doing, direct your energy toward better understanding and serving your customers.
Use surveys, interviews and day-to-day conversations to gain insights into their pressing needs and desires. The most successful companies thrive by innovating to solve customer problems better than anyone else. They respond to the market rather than reacting to competitors.
Set your goals based on what your ideal customers want to achieve. Let their aspirations, not your rivals’ tactics, shape your strategy. Here are 5 aspects to ensure you stay ahead of your competitors:
1. Consistently Gather Competitive Intelligence
While you shouldn’t duplicate their every move, you do need to remain aware of your competitors’ positioning and strategy. Subscribe to their content, research their marketing and study their products.
Doing so will help you identify what’s missing in the market and opportunities to meet needs your competitors are ignoring. Tracking their activities also allows you to anticipate their future moves rather than always reacting after the fact.
Just be sure to use these insights as part of a broader effort to truly understand your industry, customers and business environment. Competitive intelligence is about far more than imitation.
2. Invest in Your Unique Brand Identity
Rather than copying others outright, be inspired by best practices across industries. Then build uniquely memorable brand experiences based on your company’s values, personality and expertise.
Your content should showcase what makes you special through compelling stories and proof points. Convey your distinct perspective on the world. Help people feel connected to your brand on an emotional level.
This kind of branding is hard to replicate. It develops over time through consistency, creativity and empathy for what your customers care about.
3. Innovate Constantly to Stay Ahead
Assume that whatever edge you have today won’t last long. Your competitors will eventually catch up to any tactics or messaging you employ.
To stay ahead in a dynamic market, you need to continually experiment and evolve. Make it a priority to reinvent your business before someone else does.
Don’t just benchmark competitors. Draw inspiration from winning companies far beyond your niche. Identify emerging trends and new technologies that could transform your products or processes.
Maintain an openness to ideas from partners, employees and especially customers. Your next innovation could come from anywhere, if you stay curious.
4. Double Down on Customer Experience
One area extraordinarily hard for competitors to copy is your customer experience. They may mimic your messaging, but they can’t replicate the feelings that interactions with your brand evoke.
To defend your differentiation, obsess over delivering exceptional customer service across every touchpoint. Invest in training frontline staff on empathizing with clients and solving problems.
Prioritize getting rapid feedback from customers at each stage of their journey. Use insights to improve and respond quickly to issues.
By continually optimizing customer experience, you’ll widen the gap with copycat competitors.
5. Let Customers Tell Your Story
Content and testimonials directly from customers are inherently unique to your business. Their voices will come across far more genuine than anything you state yourself in copy or ads.
Enable your best evangelists to become advocates. Motivate them to share reviews, case studies, user-generated content and referrals.
When prospective customers see real people passionately describing how you solved their problems, it’s nearly impossible for competitors to duplicate that social proof.
Protect Your Intellectual Property
Where possible, legally register your unique intellectual property and inventions. File patents to protect devices and processes you pioneer. Apply for trademarks to own the exclusive right to use names, slogans, and logos you created.
Enforcing your intellectual property rights is an option, but often an expensive diversion. The strategies above can make enforcement unnecessary by cementing your leadership position.
Turn Imitation to Your Advantage
When competitors start mimicking your every move, it means your approach is working. Rather than getting discouraged, take their imitation as confirmation you’re innovating in the right direction.
Then make a game of staying steps ahead. Plan out your next moves in advance. Think beyond short-term tactics to long-term strategies. Set yourself apart with unique offerings only your team can deliver.
Let copycats get stuck playing catch-up while you explore bold new directions they would never think to try. Out-innovate and out-execute them with creativity and relentless customer focus.
So be inspired by best practices, but never directly copy. Internalize what works, then do it in a way only your company can. Perform the hardest task in business – to “think differently,” as Steve Jobs implored.
Your competitors can copy you and steal your ideas. But they cannot duplicate your people, your brand or the unique way you solve problems. So rather than follow the herd, chart your own exceptional course.
Be a leader, NOT a follower
Our experience with imitation taught us a valuable lesson. Yes, it’s frustrating being ripped off, but it also reaffirms our commitment to originality. When you pour your heart and soul into your brand, using your authentic voice, it resonates. Customers recognize and appreciate it.
In an age where everyone is trying to stand out, your originality and authenticity becomes your biggest asset.
To ensure you stay ahead of the curve, enter your website into this awesome tool: copyleaks.com to check who is copying your website!
If you’re ready for a custom-designed website that’s unique to your business and brand that’s sooooo good that your competition will be envious, we would love to help you!
We live and breathe conversion-focused website design that can help take your brand to the next level!
Feel free to book in a free 15-minute call where we discuss your website goals, and help identify what’s holding your website back. No hard sell, zero obligation, endless potential!