Brand uniqueness is not just about pursuing ‘change’ in surface form, but also about retaining ‘no change’ in brand tone.
Even though some brands appear to be changing in style, the core elements and tone are still retained. This is not only true for emerging brands, but also for companies such as Nike and Coca-Cola, which, despite the constant updating of their visual forms, have always maintained their core form.
The problem with brands that lack uniqueness is often not over-focusing, but under-focusing. An unfocused brand displays so much scope and so many elements that it doesn't represent anything and users don't perceive any uniqueness.
Uniqueness, on the other hand, stems from the brand's own qualities or characteristics, including brand culture, colours, lines, logos, styles and other ways to achieve.
In the same category, there are both strong styles to highlight a certain personality, and non-sharp, non-flamboyant calm, to create a sense of relaxation in the years. Take fragrance for example, some brands like to discuss philosophy, feelings, some brands like to establish the link between fragrance and lifestyle from the smallest detail, and some brands like to create a majestic macro scene.
In a nutshell, uniqueness is more like an internal trait, originating from the brand itself; differentiation is an external strategy, depending on the market environment.
