Recently I was reading how a company wanted to create some digital videos to help increase its business presence as it seemed like so many of its competitors have been doing it for years with great success. So they are way behind the times I guess you could say. I suppose it was a bunch of executives at a table then informing the team to simply look at what the competitor is doing and try to duplicate it. That is where the problem began I thought.
So while they did get into the digital video creation realm, they actually named their videos and titles so similar to competition that people couldn’t help but to compare them to the established work that is already out there while generally leaving very negative remarks about the business in discouraging ways. For example, saying they are just copycats or that everything in their videos aren’t real experts to the point where people shouldn’t bother.
I guess as an example, imagine a company slogan like Nike where it’s “Just do it” and someone else then makes their slogan “Go Do It”. You can imagine how cynical people would be. Especially if the two companies are in the same space. While it can be a good idea to see what works for others and then apply it to your business, at least take the time to come up with a completely different branding and style of sort.