Is it ever okay to copy another

business?

Last month, the social world was rocked when Instagram surprised everyone with the sudden launch of ‘Instagram Stories’.

The main thing on everyone’s minds was how similar the new Instagram feature is to

‘Snapchat Stories’.

• Both are called "Stories”

• Both allow clips up to 10 seconds in length, and also make stories temporary by removing uploads after 24 hours

• Both allow you to reply to stories with direct messages

• Both allow you to select and watch your friends’ stories in sequence

• Both allow you to add custom text atop your images and video, include filters, and let you draw with a built-in marker

• Both include the option to save the media directly to your camera roll

• Both display who views your story

Let’s look at the similarities…

VS

When broken down like this, the similarities are striking – but is there anything wrong with this?

‘Imitation is flattery’ after all, and Snapchat must be doing something right for Instagram to

replicate one of their key features.

I think we can benefit from taking inspiration from others. As stated previously, businesses should ditch their USP, and just focus on being better than competitors, rather than different.

Research your competitorsBeing aware of what your competitors are up to

is crucial to staying ahead. Research what your competitors are doing, why

they’re doing it, and what they’re achieving from it.

However, noticing what they’re doing badly can also be

beneficial.

Capitalise on their weaknesses by making them your strengths.

Taking inspiration from their activity could result in you grabbing the lucrative

opportunities.

Improve on competitors’ concepts

Market the difference you can make to the consumer, rather than how you are different

to any other brand.

If you see a competitor doing something well and you’d like to try it in your own

business, assess how you can improve it and make it your own.

Supermarkets do this all the time; they take another supermarket’s idea but offer

better pricing, or make products or services more convenient for customers.

BUT…Don’t try and emulate what another business does well and forget what you were

doing well in the first place.

Knowing what your business does well and delivering for your

customers every time beats being different.

It’s your experience and knowledge of your sector that will make you stand out.

Keep your

in sight and make brilliant customer service your USP.

Have you ever felt inspired by another business, and emulated

them in any way?

@SafarazAli

Safaraz Ali