The Imitation Game: How Borrowing Like an Artist Elevates Your Brand

Have you ever received advice that just didn’t sit right with you?

I recently did. A message from a brand and website design company landed in my inbox, warning clients not to look at their competitors’ websites during the design process. Their logic? Using others’ work for inspiration could “dilute your unique business identity.”

That advice made me pause.

From my perspective, drawing on 3–5 sources for inspiration isn’t just helpful, it’s essential! It’s how you create something that’s both unique and informed. So I decided to unpack why this “don’t look at others” advice might actually miss the mark.

Let’s Break Down Their Points

The company made three main arguments.

Let’s take a look:

1. Using competitors’ websites for inspiration can cause misalignment with your audience.
2. Drawing inspiration from websites you love could trap you in a cycle of constant redesigns.
3. Borrowing (but lets be honest, stealing) ideas from others borders on unethical imitation.

Now, I understand the intent behind these points, after all, your business is unique, and it’s easy to fall into the comparison trap. But the advice might have landed a little off. Let’s dig deeper into why looking at your competitors (or, as I like to call them, your “industry peers”) can actually help you create something more original, not less.

1. Inspiration Isn’t Copying: It’s Research

Inspiration is just that: inspiration.

It’s about identifying what you like and don’t like, noticing patterns, and using that insight to create something that feels authentic to you. It’s not plagiarism, it’s informed creativity.

When I start a new brand or website design project, I always gather inspiration from three to five diverse sources. I also take time to ask my clients detailed questions about their likes, dislikes, and overall vision. These references might come from competitors, unrelated industries, or even completely different fields like engineering, teaching, or fashion.

This practice is backed by creative research methods used across disciplines. The key is transformation by using influence as raw material to make something that’s unmistakably yours.

As Austin Kleon puts it:

2. Evolving Isn’t Indecision: It’s Growth

Sure, gathering inspiration might lead to tweaks and redesigns. But that’s not a sign of confusion, it’s a sign of evolution.

Your website should grow as your business grows. Being timeless doesn’t mean being static. It means adapting purposefully while staying true to your core.

Think of the brand Lululemon, their design languages have evolved dramatically over time, guided by customer feedback, cultural shifts, and yes, inspiration from their peers.

In brand strategy, responsiveness is strength. It signals that you’re paying attention and willing to refine your approach to stay relevant.

3. Ethical Inspiration vs. Unethical Copying

Here’s where we draw a clear line:

Copying a website pixel-for-pixel? Unethical. Learning from what works and applying those lessons creatively? Smart.

Every great idea builds on something before it. That’s not theft, it’s progress! The creative process, from Renaissance art to modern UX design, has always thrived on iteration and reinterpretation.

In fact, according to research on design thinking and creative synthesis, exposure to multiple examples helps innovators form more original concepts, not fewer. It widens perspective and strengthens problem-solving.

So instead of fearing imitation, the goal should be intentional borrowing with transformation. Take what you see to inform better strategy, design, and storytelling!

Inspiration Is a Tool for Clarity

At its core, inspiration helps you sharpen your vision.

By studying others’ successes (and even their hiccups), you gain insight into audience preferences, design trends, and strategic gaps in your own market. This isn’t about comparison, it’s about context.

When you take time to explore what’s working well for others, you’re not becoming them—you’re discovering what makes you different, more intentional, and more aligned with your audience’s needs.

So, Should You Ignore Your Competitors?

Absolutely not. Embrace them!

Instead, approach them with curiosity, not comparison. Think of your competitors as long-distance collaborators, people whose work you can learn from without replicating.

Look at their storytelling, their design flow, their calls to action. What resonates? What doesn’t? Each observation brings you closer to defining your own authentic direction.

After all, a brand built in a vacuum rarely connects deeply with people. A brand built with awareness, intention, and inspiration? That’s where magic happens!

Your Turn

What do you think? Should inspiration be sidelined in the brand strategy process? Does avoiding competitor research dull your creative spark, or does it make you feel more original?

Let’s talk about it in the comments. I’d love to hear your take!

References & Further Reading

• Steal Like an Artist – A must-read for anyone exploring the creative process.
• The Creative Act: A Way of Being – Creative legend Rick Rubin explores creativity as a state of mind, not a profession.
• Creative Confidence – This book helps you unlock your natural creativity through design thinking principles.

Food for thought

Next time you’re working on a brand or website refresh, create a simple “inspiration board.” Include 3–5 websites or visuals that speak to your vision. Then, for each one, note why you like it and how you can make it your own.

That’s not stealing, it’s strategy.