Marketers love to talk about building distinctive brand assets—the logos, slogans, visuals, and product features that make a brand instantly recognisable. But in practice, many brands end up looking and sounding exactly like their competitors. It’s called herd behaviour, and it’s rampant in marketing. The industry’s dirty little secret is that brands follow the same playbook, copying what’s hot in the category instead of carving out new territory. The result? A sea of sameness where no one stands out.
This bandwagon effect is comforting. It feels safe to go with what’s already working, to play by the rules others have set. But it flies in the face of what branding is supposed to achieve—creating assets that are different, memorable, and irreplaceable. If you want your brand to break free from the herd, you need to think differently.
Why Do Brands (and Brand Managers) Follow the Herd?
There’s a subconscious drive to follow the cultural norm. Humans, by nature, look for comfort in familiarity. This tendency spills over into branding. Categories develop codes—colours, messages, even fonts—that become synonymous with success. Skincare brands love soft greens and whites to signal “clean” and “natural.” Beverage brands cling to bright colours and energetic slogans. It’s almost as if there’s an unwritten rulebook everyone’s afraid to deviate from.
But here’s the thing: when everyone is following the same rules, no one wins. The comfort of herd behaviour may feel safe, but it also leads to a diluted identity. Brands that don’t stand apart risk getting lost in the shuffle. So how do you break free? Start by turning the rules upside down. And that’s where semiotics —a field that studies signs and symbols and their use or interpretation - comes in with two powerful tools: Binary Opposites and Greimas Semiotics Square.
Binary Opposites: The Art of Thinking Differently
One of the best ways to create distinction is to look at the binary opposites in your category. In many industries, brands are often positioned on opposing sides of a spectrum—whether it’s “Natural” vs. “Scientific” or “Luxury” vs. “Affordable”. Most brands choose one side, but the real opportunity lies in exploring the middle ground or redefining the narrative. When you break from predictable patterns and rethink these binaries, you open up new and unexpected ways to position your brand.
Greimas Semiotic Square: Mapping Your Brand's Unique Position
The Greimas Semiotic Square, developed by Lithuanian-French semiotician Algirdas Julien Greimas, provides a way to explore and map out these relationships. It helps brands visualise the nuanced intersections between binary opposites and discover new positioning opportunities.
Figure 1: Greimas Semiotics Square
Rather than just focusing on opposites, the Greimas Semiotic Square allows brands to identify previously overlooked areas, revealing unique spaces in the market. This tool offers a structured way to challenge traditional thinking and break free from the category norms that often limit a brand’s distinctiveness.
By applying this semiotic tool, brands can redefine their story, making the leap from being just another player in the category to standing out in ways their competitors haven’t imagined.
Finding Your Brand's Unique Space
The Greimas Semiotic Square doesn’t just help you understand where your brand currently stands; it helps you see the paths less travelled; the opportunities others may have overlooked. Whether you’re navigating the tension between heritage and modernity, nature and science, or luxury and affordability, the semiotic square provides a strategic framework to explore new possibilities.
Brands that understand how to play with these contrasts and intersections are the ones that create powerful, memorable identities. From crafting stories that blend innovation with tradition, to positioning products that challenge established norms, there are endless ways to stand out in a market saturated with sameness.
Conclusion
If your brand feels trapped in herd behaviour, it’s time to rethink your strategy. Distinctive brand assets don’t come from following the crowd; they come from daring to be different. The Greimas Semiotic Square offers a framework to think outside the box and discover the untapped potential in your brand’s story. In a market where everyone is shouting, the brands that stand out are the ones that have something different—and meaningful—to say.
Is the semiotic square making your head spin? Don’t worry—we’ve got you covered! Contact us on [email protected] to cut through the confusion and craft a standout brand position.