Many brands today fall into the trap of brand imitation. This means that they look at the big and successful brands and think that copying their moves will also be the key to their success. But in our current business landscape, where mistrust is rampant (reinforced by AI), creating a distinct and authentic brand identity has never been more important.

And just because a campaign or tactic worked for someone else doesn't necessarily mean it will work for you. Look at Nike, for example. Their simple slogan “Just Do It” is known around the world. It works today because they have a massive, loyal following and a strong brand presence. We know this phrase and we love it.

“Just Do It” also took off because it played the famous last words of the killer, Gary Gilmore. Nike took a very loaded phrase that was culturally relevant at the time and turned it into something positive that everyone understood.

So don't be surprised if you copy something and wonder why it doesn't work for you. You either need it cultural relevance with a killer product or the existing recognition and large audience that comes with an already well-established brand.

As a startup, you have more at stake and more to prove. This makes it all the more important to get your stake in the ground and steer clear of the brand imitation trap.

Related: How to maintain brand authenticity in a skeptical world

Authenticity is becoming more important to brand building

Being authentic is one of the most important efforts to focus on as a brand. If you live and breathe authenticity as a company, over time, you can build a loyal community that appreciates, supports and shows up for you. And this genuine approach is what helps gain confidence both in your company and your brand. So yes, be yourself!

Another factor to consider: with the spread of AI and misinformation, the public is now trusting individuals over companies or brands. So focus your efforts on building trustworthy and authentic leaders first. This trust will eventually rub off on your brand.

At Wistia, we've built an authentic and trusted brand giving our leaders and employees permission to be themselves, bringing customers on the journey with us and constantly pushing to be creative in everything we do.

But authentic brand building doesn't happen overnight. Here is my advice for you:

1. Start with a small idea

Start building your platform around something you have a unique or specialized take on. Being one of the few knowledgeable people talking about a topic will help you stand out and build trust with your audience. You don't have to be way ahead of everyone else to be an expert at something. And if you can teach while you learn, you have an opportunity to bring a fresh approach to what you share.

2. Know your customer better

This should go without saying, but sometimes, we all need a reminder that the customer is king. You may not be the first in your market, but it is possible to be closer and have one deeper understanding of your customers than anyone else. To achieve this, you need to focus on a narrow ideal customer profile and then stay close to their opportunities and challenges.

This is much easier for small companies than large ones. Big brands often struggle to build the systems needed to stay close to customers, and especially they struggle to move quickly to give customers what they want.

Related: What Should You Do About Copycat Competitors?

3. Play the long game

Building trust through authenticity is a marathon, not a sprint. Giants like Nike, Apple and Coca-Cola did not become the brands they are today in a few months or a few years.

A short-term mindset often leads to quick fixes, brand imitation, and taking shortcuts, which makes it harder to succeed in the long run. Do the work needed now for long-term results.

4. Measure success along the way

Finally, don't forget to monitor your performance through customer surveys and metrics. This will help you determine what is working and what needs to be fixed.

Stay close qualitative feedback and pivot quickly when you gain new knowledge. You'll find what works faster and be able to get ahead of a larger organization.

I'm proud to say that we recently celebrated our 18th birthday at Wistia. We've been very fortunate as a company, and I'm convinced that we've gotten this far by being our most authentic selves and building our most loyal customer base. Remember: embrace your uniqueness in everything you do. It's what makes you irreplaceable after all.